Spring 2022 marketing at a glance
Forward.
Over the past year, our goal has been to unite the campuses and communities that we serve while we engineered a new world in campus dining. While it has been very challenging to predict what the ever-changing landscape of higher education would evolve into, one thing was evident, as a team, we had to adapt. Forward was exactly where we went. The past academic year has been a testament of the resilience and ingenuity we have as a higher education and contract dining team. We were able to introduce new minimized contact strategies and digital programs to preserve the student experience. Together we mitigated risks, kept a careful eye on public safety and proudly served the world’s next generation of leaders. As a collective, there is a lot to be proud of. Where do we go from here? As the world is opening back up and safety guidelines are once again shifting, there’s only one path to take- the continual path forward. Forward is not a coinage for Thompson Hospitality. It is our commitment to challenging norms, breaking glass ceilings and forging a new journey for our students. We can expect to see a new dining experience intertwined with the nostalgia of preCOVID and the innovation of the tomorrow to bring a new normal into existence.
Together We Thrived. Together We Move Forward.
Welcome to the Luxe Life In 2021-22, Campus Dining by Thompson Hospitality would like to introduce our campus communities to the #LuxeLife! The luxe life is a term crafted by our team of college student interns to convey the attention to detail, commitment to excellence and exceptional customer service that will be felt and experienced by each guest. As we welcome students back to a more open campus dining experience, we want to normalize the reality that our guests are worth going the extra mile. This year will be equal parts fun, fulfilling and filled with teachable moments.
meet the team
THS Marketing Team Daniela Smallwood, Regional Marketing Director Cindy Horstman, Regional Marketing Director Brianna Williams, THS Marketing Manager Colton Fouts, Senior Graphic Designer Alison Carella, Residential Brand Development Graphic Designer Chatorria Ferguson, Video Production Editor Yudai Koyama, Web and Dining Technology Designer Abbigail Taylor, Retail Brand Development Graphic Designer
Send ALL Marketing Requests To THSmarketing@thompsonhospitality.com
student engagement
This year Thompson Hospitality will focus on delivering a robust campus dining program that infuses our new online programming and social media with live in-person opportunities for student engagement. Our Marketing and Communications strategy infuses traditional marketing with content marketing to drive sales, build tenured
meal plan customers and
add value to the on-campus college experience.
Monthly Themes The Marketing and Communications calendar is built around monthly themes that honor cultural celebrations, food holidays and the most popular food trends. The themes encompass programming and promotions for both retail and residential dining and target promotions that align with the theme. Themed Meals This year’s Residential Dining calendar includes over thirty +stay & enjoy themed events that can easily be converted to +take & enjoy in case of changes in COVID precautions. Outdoor Events Campus Dining will kick off the new academic year with an outdoor luxury picnic and end the year with an outdoor summer block party. Outdoor events will take center stage in easing back into our campus dining “new normal.”
food activism and awareness
This year Thompson Hospitality will partner with campus communities to lend a hand, raise
a voice, and
build awareness in efforts to combat some of society’s most pressing social issues. Our initiatives are designed with both in-person, volunteer and online activities to build a better environment for the next generation.
Reduce The Waste: Food Waste Challenge Campus Dining accounts will educate, empower and inspire new habits regarding food waste and sustainability. Much like The Good Fight, this oneweek interactive challenge gives students three ways to participate, get points and win prizes. The Garden Give-Back Campus Dining accounts will work with a small group of students and campus community members to go out and plant something with the students. Immediately following the planting session, the team would have an outdoor garden dinner in honor of Earth Day.
residential
dining
Greeter Screens Display the month’s Greeter Screen videos and Make It Memorable (if your screens cannot play videos, please send us an e-mail so we are aware and utilize Greeter Screen Images)
Televisions In Seating Area A minimum of TWO televisions play the month’s Greeter Screen videos and THTV shows for the month
Station Screens Display temporary dining images (labeled for station) for the month *All materials are available on Sharepoint
(Re)treat Yourself Winter Break As we approach winter break, this month serves as a reminder to treat yourself in order to relax and rejuvenate from a busy semester. We encourage students, faculty and team members to celebrate their accomplishments and take time to enjoy the winter recess in whatever way serves them best.
JAN2022 SUN
MON
TUE
WED
THU
FRI
SAT
01
02
03
04
05
06
07
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09
10
11
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20
21
22
25
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16
MLK Tribute Virtual Viewing Party (Lunch)
23
24
30
31
Flavors Around the Globe February In celebration of Black History Month, we're taking a trip around the globe to discover different variations of Black cuisine. We will explore different culture's cooking styles and flavors to show that even as people of color, we are such a diverse and unique group. The month will include our virtual Black Enterprise & Entrepreneurship in Food roundtable and conclude with Soulchella, a celebration of food, music and Black American culture.
FEB2022 SUN
MON
TUE
WED
01
THU
02
FRI
03
SAT
04
05
Birthday Bash: Chocolate Dipped Fruit (Lunch)
06
13
07
08
09
10
11
12
14
15
16
17
18
19
22
23
24
25
26
EXCLUSIVE Valentine's Black-Tie Dinner (Dinner)
20
21
SoulChella (Lunch)
27
28
Put Your Best Fork Forward March March is National Nutrition Month, so we're encouraging you to put your best fork forward! Because a balanced diet is crucial to your overall health and well-being, we'll be showing you ways to transform your life through healthy eating habits. We’ll also celebrate Women’s History Month with a Ladies Night Celebration of Female Chefs event.
MAR2022 SUN
MON
TUE
WED
01
THU
02
FRI
03
SAT
04
05
Birthday Bash: Pound Cake French Toast (Breakfast)
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Ladies Night: Celebration of Female Chefs (Dinner)
27 National Paella Day (Dinner)
28
29
National Cheesesteak Day (Lunch)
30
31
Honoring Mother Earth April Living the luxe life includes honoring the giver of life, mother earth. Becoming aware of how we steward our environment is critical in raising our consciousness and state of being. This month we create amazing opportunities to focus on sustainability, food waste, and food activism. This is our opportunity to literally make the world a better place.
APRIL2022 SUN
MON
03
TUE
04
WED
05
THU
06
Birthday Bash: Mini Bundt Cakes (Lunch)
FRI
07
SAT
01
02
08
09
15
16
22
23
Ghost Kitchen: Hen Quarter (Lunch)
Reduce the Waste Week
10
11
12
13
14
In My Bag: Build Your Own Seafood Boil (Dinner)
17
18
19
20
21
The Garden Giveback Earth Day Celebration (Dinner)
24
25
26
27
28
29
30
Summer Send-Off May Saying good-bye is such sweet sorrow! After an incredible academic year, we’ll bring it to the end celebrating your big wins, preparing graduates to enter the “real world” and making final memories with our luxe life. It is our greatest pleasure to serve your campus community and will end the year reminding you that you’re ALWAYS worth going the extra mile.
MAY2022 SUN
MON
01
TUE
02
WED
03
THU
04
Birthday Bash: Ice Cream Sundaes (Lunch)
FRI
05
SAT
06
07
Rock The Block" Summer Block Party (Lunch)
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
retail promotions
&
January February *Promotions may vary based on campus
&
March April
*Promotions may vary based on campus
May
*Promotions may vary based on campus
thtv This Semester On
CHEF talk returns for a new season. Episodes are aligned with monthly marketing themes to curate conversation, encourage change and cultivate a more impactful campus dining experience.
Episode 001- 2nd Annual Blacks in Hospitality Entrepreneurship and Enterprise Roundtable Episode 002- The Art of Female Power: Meet Thompson Hospitality's Female Chefs Episode 003- The Art of Expansion: From Farmer to Farm Vendor Episode 004- The Art of Jumpstarting Your Career Roundtable
This Semester On
thtv
THteaches
Our signature educational and entertainment cooking show will air again this semester with some excellent recipes that compliment each month’s theme and celebrations. February- Crème Brulee with Raspberry Garnish March- Zucchini Lasagna Rolls April- Empanadas From Scratch in honor of National Empanada Day May- How To Make A Full Meal from Start to Finish: Pan Seared Steak with Blue Cheese Butter, Rice Pilaf, Baked Sweet Potato and Sauteed Green Beans
thtv This Semester On
Make It Memorable This semester our student centric show will teach viewers how to master upscale dining. Living the luxe life and transitioning into a world changer will always call for fine dining opportunities. Whether it is an interview, date or just an opportunity to dine out of the box we want our students to be able to confidently enjoy a fivecourse meal. Season 3 Episode 001- How to Host a Five-Course Meal Episode 002- How to Set the Table for a Five-Course Meal Episode 003- How to Enjoy a Five-Course Meal Episode 004- Conversations and Common Courtesy During a Five-Course Meal