Construction
Repositioning BSDQ Through an Impact-Driven Strategy to Reignite Industry Interest
Poorly known or misunderstood by part of its target audience, the BSDQ was facing a perception issue that hindered the adoption of its services. Our team set out to restore clarity to the BSDQ's mission, reconnect it with stakeholders, and drive engagement with its tools.
A Perception Issue Hindering Adoption
The Bureau des soumissions déposées du Québec (BSDQ - Bid Depository Bureau of Quebec) was facing a lack of understanding about its role in the construction industry. Many stakeholders saw the organization as complex, even restrictive, rather than as a valuable and structured service. This lack of awareness, combined with a certain reluctance to adopt its tools and training, significantly limited its impact on its target audience.
Rebuilding the Brand and Driving Engagement
To address the challenge of lack of awareness and reluctance to adopt, we developed a dual-impact strategy: clarify the BSDQ’s mission and value, and encourage the concrete use of its tools and training. The goal was to reposition the organization as an essential, accessible, and relevant player in the industry.
From Awareness to Engagement: A Fully Results-Driven Approach
We began with an in-depth qualitative and quantitative analysis of brand perception among key audiences, which allowed us to align messages and channels with their actual concerns. A multichannel media strategy was then deployed, circumventing the absence of Meta (due to Bill 18) by focusing on the most effective platforms for the target audience. Content was crafted to highlight the most engaging services, while budgets were continuously reallocated based on performance. This agile approach helped generate more qualified traffic, significantly boost engagement, and deliver measurable return on investment.
