Rahmenvereinbarung Informations- und Werbekampagnen

The contract has a total duration of 4 years. The contract begins with the award of the contract and concludes after 4 years, unless terminated earlier in writing. The intended start date for services is December 15, 2026.

Key milestones are as follows:

• Deadline for submitting applicant questions: September 11, 2026, 10:00 AM.
• Application deadline for submitting participation requests: September 22, 2026, 10:00 AM.
• Deadline for sending invitations to submit offers: presumably by October 16, 2026, 10:00 AM.
• Deadline for submitting bidder questions: presumably October 29, 2026, 10:00 AM.
• Offer deadline: presumably November 11, 2026, 10:00 AM.
• Binding period for offers: January 29, 2027.

The core scope of work for this tender, titled "Rahmenvereinbarung Informations- und Werbekampagnen" (Framework Agreement for Information and Advertising Campaigns), encompasses the comprehensive lifecycle of advertising campaigns. Key services include:

1. Media analysis, media planning, and campaign conception: This involves analyzing target group trigger factors and touchpoints to define suitable channels and media, based on current media data. It also includes splitting the media budget, determining runtimes, formats, and the number of advertising carriers. Campaign conception must detail the remuneration for the contractor and any external costs for the complete implementation, covering text and media creation, campaign execution, and reporting.

• Potential analysis: Defining required channels and advertising media by analyzing target group trigger factors and touchpoints, identifying differences and commonalities, and creating fact-based personas.
• Idea generation: Strategic and conceptual development of typically three campaign ideas per individual order (conservatively restrained, state-of-the-art, and outgoing) to provide a decision basis for the client.

2. Text and media creation and adaptation: Based on approved campaign concepts, the contractor develops key copies and key visuals, creating suitable assets and advertising materials for various selected advertising channels. The objective is to ensure consistent, legally compliant, and target-group-appropriate communication across all channels, including coordination with other contract partners if necessary.

• Creation of central image motifs and main messages: Development of static key visuals and concise main messages in line with the client's corporate identity. Animated moving image motifs, including sound and voiceover, may also be produced if required by the campaign concept.

3. Campaign execution, steering, and support: This involves the practical implementation and management of the campaigns.

4. Reporting and controlling: Monitoring and evaluating campaign performance.

Excluded from this framework agreement are the production of videos and podcasts, the creation/further development of layout and print files for brochures and other publications (specifically graphical and layout-technical preparation from a provided manuscript), and the maintenance and development of the client's websites.