About the Client

CBC News Calgary is a trusted Canadian broadcaster, delivering daily news across television, radio, and digital platforms. Their work spans journalism, media production, and community engagement. To remain competitive, CBC requires consistent access to opportunities in broadcasting, communications, and digital media.

The Problem

When CBC News Calgary first approached us, their MERX account wasn’t delivering the results they expected.

• Saved searches were too narrow, missing critical broadcasting and digital opportunities.
• Keywords were incomplete, overlooking areas like PR, media monitoring, and studio equipment.
• GSIN codes were either mismatched or missing, making their profile invisible to certain tenders.

This meant CBC was not seeing all of the opportunities they were qualified for, limiting their ability to respond to and win new contracts.

The Challenge

Our challenge was clear:

• Broaden coverage to capture all opportunities in broadcasting, AV production, digital media, and PR.
• Increase accuracy by mapping their services to the correct GSIN codes.
• Reduce noise so their team wouldn’t waste time sifting through irrelevant opportunities.

We needed to strike a balance between being comprehensive and precise.

The Solution

We restructured CBC News Calgary’s MERX account from the ground up:

• Keyword Optimization: Built a master keyword list covering all relevant areas, broadcasting, A/V production, digital/web, PR, marketing, language services, and equipment.
• GSIN Mapping: Cross-referenced their service areas with the official GSIN codes, ensuring every opportunity tied directly to their core services.
• Saved Search Bundles: Created segmented searches (Broadcasting, Digital/Web, PR & Communications, Equipment) so their team could track opportunities by category.
• Noise Reduction: Streamlined qualifiers and filters to block unrelated tenders, improving efficiency.

The Results

After implementation, CBC News Calgary saw immediate improvements:

• 15+ increase in relevant tenders appearing in their dashboard.
• Zero missed opportunities in core broadcasting and digital categories.
• Time saved by eliminating irrelevant tenders and unnecessary searches.

CBC is now positioned to consistently identify and compete for opportunities that align with their strengths as a leading broadcaster in Canada.

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