Media Monitoring RFP Issued By Cape Breton University

Cape Breton University proposes to contract the services of a Media Monitoring and Social Media Publishing/Engagement firm to assist with the Marketing, Communications and Recruitment department in tracking all facets of the University which are reported in local, national and international media. This tracking will include, but is not limited to, the University Chancellor Annette Verschuren, University President and Vice-Chancellor David C. Dingwall, all media coverage of the Academic schools, departments and projects within the University and all media coverage of the University Athletic teams, the Capers. The monitoring should include newspaper, magazine and online coverage of the University including podcasts, blogs, online news outlets and social media. Daily reports are required, as well as, quarterly reports and on occasion special requests. Real-time metrics with access to a dashboard is required with output measures required including, but not limited to, media value, sentiment, engagement and reach. Unlimited exports of reports are required and in various formats.

Newsletter capabilities and templates should be included, as well as the ability to send the newsletter from within the platform in order to share relevant media coverage with stakeholders or place on the CBU website. Multiple authorized users are required for collaborative use internally. Additionally, multiple searches and dashboards are required. Influencer database and influencer contact manager are required. This should include the ability to search, identify and organize media contacts and sources, access for all Authorized Users within the platform, ability to upload contacts, ability to email and archive press releases and media advisories and an advanced search option of influencer database by journalist or publication name, location, beat, role and channel. The Social Media Publishing/Engagement services will assist the Marketing, Communications and Recruitment department in managing and engaging with inbound social media accounts, scheduling and posting outbound social media content, as well as monitoring social media engagement and analytics across multiple platforms. The publishing/engagement tool must include incoming and outgoing tagging capabilities, reporting on metrics across multiple channels and accounts, trend analysis, daily, weekly and monthly calendar views and collaboration by multiple users. Technical and Consultative support during normal local business hours, for the duration of the subscription is required.


Cape Breton University (CBU), located in Sydney, Nova Scotia, is primarily an undergraduate university offering degrees in liberal arts, business, science and technology. CBU also offers bachelor degrees in nursing and education along with North America’s only MBA in Community Economic Development. CBU is the first energy self-sufficient campus in North America. CBU is currently home to roughly 5,500 students with an alumni family in excess of 25,000, along with a faculty and staff complement of just fewer than 500 people. CBU has a diverse learner population with close to 3,500 international students from more than 50 countries worldwide along with Atlantic Canada’s largest Indigenous student population.

Cape Breton University’s Chancellor is Annette Verschuren, Chair and Chief Executive Officer of NRStor Inc. and the President and Vice-Chancellor is David C. Dingwall. The Marketing, Communications and Recruitment 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 and Recruitment team also plays an important role in raising the visibility, strengthening the reputation, managing the CBU brand, advancing the CBU narrative and extending the reach of CBU’s diverse and expanding mandate through clear, consistent, and constant marketing and communications strategies to multiple and varied audiences. Marketing, Communications and Recruitment falls under the auspices of the President’s Office and supports the long-term mission and immediate strategic goals of the University. Further background information on the University can be referenced by visiting the Cape Breton University web site at

Due Date:

November 17


Brenda MacDonald at

Relevant agencies to consider include Makovsky PR and KCSA PR.

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