Leitagentur Aufklärungskampagne zur Organ- und Gewebespende sowie zur Blut- und Plasmaspende

The contract timeline is structured as follows:

• Contract Start Date: The performance of services begins immediately after the contract award, but not before December 1, 2026.
• Initial Contract Duration: The service period concludes upon reaching the contractual upper limit or, at the latest, after 24 months, without the need for termination.
• Extension Option: The framework agreement includes an option for two extensions, each for an additional twelve months, under the existing terms. This extension is at the sole discretion of the client.
• Key Milestones and Phases:
• Kick-off Meeting (Auftaktgespräch): An initial meeting for fundamental coordination of services will take place within 28 days after the contract award.
• Strategic Presentation: Approximately four weeks after the kick-off meeting, a meeting will be held to present the overall strategy for the duration of the framework agreement concerning organ and tissue donation.
• Annual Planning: There will be one annual meeting dedicated to coordinating the yearly plan for organ and tissue donation activities.
• Regular Meetings for Organ and Tissue Donation: Four to six "Jours fixes" (regular meetings) are planned annually for coordinating individual orders with other contractors, and regular "Jours fixes" will also occur as needed for specific individual orders.
• Website Workshop: A workshop focusing on "Websites" will serve as a kick-off, as well as for finalizing and operationalizing results.
• Regular Meetings for Blood and Plasma Donation: One to two annual working meetings are scheduled for overarching project steering, and one to four "Jours fixes" are planned annually for coordinating individual orders with other contractors. Additionally, regular "Jours fixes" will be held for specific individual orders.
• Handover after Contract Expiration: The contractor must ensure a handover of information and materials to a new contractor no later than four weeks after the end of the framework agreement. This handover will be initiated by the client issuing an individual order shortly before the contract term concludes.

The core scope of work and statement of work summary for this tender include the following key areas:

• Online Strategy Development: Development of an online strategy for a four-year period, including ongoing review of strategic alignment, adaptation to changing requirements (e.g., re-designs or re-freshs), ensuring cross-platform integration with other client channels, and evaluating and incorporating developments and trends in web communication.
• Website Development and Content Management: This is a central task that involves the editorial and design management of the website, adhering to style guides. It includes developing and implementing communication elements for both organ/tissue donation and blood/plasma donation campaigns, conceptualizing new website elements, designing new subpages or content, and continuously developing the website style guide. Additionally, it encompasses creating new, technically correct, search engine-optimized (for AI), and user-friendly content (text, images, videos) with metadata, researching reliable sources, coordinating with social media management, reviewing and updating existing content, content entry and backend maintenance, and error correction (including urgent messages within 12 hours). The acquisition and support of external bloggers/influencers is also included.
• SEO/AI-SEO: Regular implementation of SEO strategies, with the technical SEO supported by the client's technical contractor and editorial SEO conducted by the contractor. The goal is to increase user numbers, organ donor card downloads, and user engagement time. This includes keyword strategy development and implementation, regular audits (approximately every three months) using SEO tools to analyze keywords, rankings, page value, and on-page elements, while considering changes in search engine algorithms.
• Strategic Development and Implementation of Overall Campaigns: Conceptual development and implementation of an integrated communication concept for the "Organspende - Die Entscheidung zählt!" campaign, including the review and further development of existing messages and design guidelines. This involves conceiving and managing interconnected campaign elements for specific target groups, developing a communication strategy, and implementing/developing the design guidelines and corporate design. Further deliverables include conceptual elaboration and continuous updating of the corporate design manual, creating and updating templates (e.g., letterheads, presentations), motive development (moods, scribbles, wording, texts), and preparing/implementing layout lines, including all associated work steps and external services (e.g., illustrators, photographers, location rental, usage rights acquisition).
• Data Transfer and Documentation: The contractor is responsible for providing all collected data to the client in a suitable format and ensuring necessary usage rights for any third-party content. Specific tasks include telephone support for a new contractor (approx. four hours per week, up to 16 hours), creating and transferring all documentation, files, images, and transcripts necessary for project management, and continuously securing and documenting all collected, created, or processed data and documents.
• Annual Reviews/Reporting: The contractor must create and submit annual reviews for health days at the end of each calendar year. These reviews should include a summary of the organizational concept, relevant key figures, a conclusion, an evaluation, and short descriptions of each health day with images and key data. Short reports for individual health days, based on deployment protocols and feedback, are also required.