The clients use their media offer for insured persons and potential members. The basis is a joint media offer, which at the same time allows a regionalization of communication. The subject matter of the contract is, among other things, the organic content planning, production, delivery and publication in the field of social as well as the production of sample postings/content of the joint channels of the AOK community.
The AOK Association is looking for a social media agency for the insurance communication of all eleven regional AOK companies on the platforms YouTube, Facebook, Instagram and TikTok. On the basis of extensive knowledge and experience, the social media agency is to use the above-mentioned platforms with topics and formats for the target group of AOK insured persons. This partner will be responsible for organic content production, delivery, publication and scheduling in the area of the AOK community's collaborative social media channels and formats.
The social media agency acts as the first point of contact for the AOK Contentroom for the above-mentioned platforms. In order to fulfill this role, smooth communication - with both the lead and media agency - is necessary in a collaboration model. The latter is responsible for campaigns - paid content distribution - of insurance communication via all joint channels of the AOK community. The lead agency is responsible for the cross-channel content strategy via online communication for the health magazine and the service area from aok.de to newsletters and two print products (up to and including prepress). Both agencies will be awarded in separate calls for tenders.
Equally important competencies are comprehensive strategic consulting, creative and innovative inventiveness, excellence in execution, coherent reporting and outstanding process and project management.
For future service providers, the institution of the so-called AOK content room will be important. This manages the production and distribution of all central communication measures of all AOKs in digital and print. As part of the AOK Federal Association, the Contentroom has the task of coordinating joint communication between insured persons. It was installed in order to be able to act even more efficiently and with greater reach.
It forms the heart of joint insurance communication and acts as a strategic partner of all AOKs by networking all AOKs in joint topic and content management and organizing joint cooperation with the contractors. It ensures cross-channel and integrated communication for the AOK community. With suitable tools and coordination formats, the AOK Contentroom creates transparency with regard to all topics and content, enables permanent collaboration and permanent quality assurance.
The cooperation is scheduled to start in Q1/2024 and will cover a period of four years.