Germany - Advertising and marketing services

Description

ekom21 - KGRZ Hessen is a public corporation under the Hessian Data Processing Association Act (DV-VerbundG). It is the central IT service provider for Hessian municipalities and their institutions. From its locations in Gießen, Darmstadt and Kassel, it provides its end customers with a comprehensive range of modern information and communications services (ICT) of all kinds.The objective of this invitation to tender is to award a contract for services to relieve the Marketing unit of ekom21. The service comprises the entire spectrum of creative work (visual, textual) across all media (print, online, event) - both in strategic consulting and in operational implementation.A framework agreement is to be concluded with up to three full-service agencies for a period of four years (cf. Section 21 (6) VgV) without an option to extend.The total order volume is expected to comprise a maximum of 600,000 euros (maximum value).There is no entitlement to an actual call-off of the services regulated in the framework agreement. The actual call-off of services or the commissioning of the contractors will be carried out in accordance with the final terms and conditions set out in the framework agreement. The commissioning shall take place up to a value limit of a maximum of 10,000 euros in the so-called cascade principle and above this value limit in the form of so-called mini-competitions.
In detail, the marketing service is to comprise the following components, which are described functionally:a) Strategic communications consultingStrategic consulting services are to be provided to market and disseminate ekom21's products in a way that is appropriate to the target group and to raise awareness of the challenges and opportunities of digitization within the administration, which can also be translated into corresponding long-term brand and communications strategies. The individual areas of need include the following aspects in particular:- Advice on the positioning and fundamental communications strategy of ekom21 and its solutions.- Advice on the further development of communications measures, including proposals for new channels and formats.- Advice on the further development of corporate design / marketing materials.- Strategic communications advice on critical issues (including short-term acute advice).- Advice on potential crisis issues and crisis preventionb) Design and implementation of communication campaignsThe contractor should plan, implement and evaluate specific communication campaigns based on communication and brand strategies to be developed or existing. Another relevant field of application can also be the topic of recruiting or employer branding, i.e., positioning ekom21 as an attractive employer and planning and implementing an appropriate communication campaign using several coordinated communication channels. When designing the communication campaigns, concrete proposals for innovative and target-group-oriented formats should be developed that can be implemented with the resources available in the company. This requires close coordination with the marketing department of ekom21 and, if necessary, other company representatives.c) Creation of moving image mediaAttractive videos, both live films and animated films, are to be created for the marketing of individual products and the placement of specific, relevant digitization topics, up to and including the presentation of ekom21 itself. This includes conception (including any necessary research and storyboard creation) as well as production and, if necessary, post-production. Required film formats can be accordingly: explanatory films, tutorials, image films, product marketing films. When creating the film, the specifications of ekom21's corporate identity (CI) should be taken into account.d) Creation of print mediaEven in times of digitalization, ekom21 pursues the goal of producing high-quality print media for individual specific purposes that correspond to the current state-of-the-art in terms of design. Occasions include the customer magazine einfo21, which is published three times a year, the annual report, as well as product brochures of various lengths, flyers or posters. Tasks include the conception of dummies and visual concepts for print products, the event-related design of individual publications in accordance with ekom21's existing CI specifications, and production and delivery.e) Graphic and information designGraphic design services are required for the marketing of individual products and the promotion of events and initiatives. This includes the creation of visual concepts and logos up to the design of advertisements (print and online). Web conception and screen design according to modern standards are also required, as well as the design and continuous further development of state-of-the-art power point presentations - in compliance with ekom21's CI for sales purposes and lobbying.f) Text creation and brandingTextual services are required for various occasions. In the field of advertising, for example, this requires the development of slogans and claims as well as copy text for advertisements, flyers and brochures, websites or power point presentations, or alternatively proofreading tasks, i.e. the linguistic review and optimization of texts in accordance with the linguistic and stylistic specifications from ekom21's CI. In the area of branding, name development for new products, services and initiatives, including basic checks on possible trademark conflicts, are required.g) Event planning and implementation supportThe contractor is to provide active support in the planning and implementation of events of various types and sizes. This essentially includes print and online advertising materials relevant to the event, graphic concepts for the event, as well as roll-ups, trade fair walls, and even the direction of plenary events. To this end, ekom21 builds on its annual in-house exhibition eXPO, roadshows through Hessian municipalities, user and information days on individual products, and trade fair participations. In parallel, online events have also gained in importance. In this context, services may be required in the context of digital studios.h) Advertising materialsAn important communication measure for ekom21, even in the digital age, continues to be the creation of advertising materials for various products and occasions, which are distributed as giveaways at training courses, customer visits or the in-house exhibition and other events, for example. The advertising materials are divided into general office products (e.g. pens, notepads, office supplies), giveaways in various forms, snacks (e.g. fruit gums, muesli bars, dried fruit), higher-quality and premium advertising materials, and Christmas presents. The creative agency is to provide support in various areas as required, e.g. trend scouting, selection, design and procurement of promotional materials.

Opportunity closing date

28 September 2022

Value of contract

£100k-1m