Cape Breton University Issues Strategic Communications RFP

Cape Breton University Issues Strategic Communications RFP

Cape Breton University, (CBU) invites proposals for a full-service agency of record to assist with strategic communications and marketing work. CBU is seeking a strategic partner to assist with a number of projects, over the lifetime of the contract, beginning with the following project.


Cape Breton University is an Atlantic Canadian post-secondary leader, with a growing national and international reputation. Currently home to 3500 – 4,000 students, CBU’s vision of post-secondary education allows students to pursue dynamic fields of study that are ideally suited for success in liberal arts, business, health, education, science and technology. Students from more than 40 countries study at CBU and benefit from the university’s unique commitment to community, economic development, Indigenous learning, and research into many aspects of environment and culture. The Marketing & Communications Department exists to help drive and support initiatives, campaigns, and projects designed to achieve student recruitment and retention goals. As a key group of brand champions, the Marketing & Communications Team plays an important role in raising the visibility, strengthening the reputation, and extending the reach of CBU’s diverse and expanding mandate through clear and consistent marketing and communications.

Scope of Work:

Cape Breton University is set to finalize its new strategic plan in October 2018. Following this, the Marketing and Communications Department will require assistance with a brand development exercise to ensure the university’s brand aligns with its strategic priorities.

  1. Research & stakeholder consultation
  2. Development of brand identity
  3. Development of brand architecture
  4. Development of brand strategy
  • Traditional media (branded templates)
  • Digital media (website, social media, inbound marketing)
  • Creation of brand video

Integrated Marketing Communications Plan (student life cycle communications)

  • Recruitment Campaign
  • Yield Campaign
  • Retention Campaign

The timeline for the brand development project requires a student recruitment campaign ready for international market by May 2019.

At the sole discretion of CBU, work related to the execution of any resulting campaign may be rendered by Cape Breton University’s in-house resources or outsourced to other agencies, including the Contractor.

Due Date:

October 2nd


Purchasing Department

Cape Breton University

1250 Grand Lake Road

Sydney, Nova Scotia, B1P 6L2

Attention: Ms. Brenda MacDonald

Agencies with relevant experience includes Finn Partners and Ruder Finn.

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