Media agency for content marketing and corporate publishing
With its media offerings, the AOK community fulfils its legal task of informing the population about the rights and obligations under the Social Security Code. On behalf of and with the power of attorney of the AOKs, the AOK Federal Association for the AOK Community is looking for a media agency for the joint digital media offerings within the framework of this tender, which are aimed at the insured persons of the AOK, but of course should also be attractive for potential AOK insured persons.
The media agency is responsible for the media campaigns - paid content distribution - of the joint digital channels of the AOK community. This is exclusively about the channels that are managed by the AOK Contentroom - Online/mobile: aok.de and aok.de/magazin (AOK - the health magazine), Instagram: @aok_wahnsinn_familie, @aok_bodycheck and @talk_it_real, YouTube: AOK - The Health Channel and TikTok: @aok_gesundheitswissen.
The goals of content distribution are: education and information, visibility, awareness, engagement and traffic as well as the development and expansion of digital channels (see media target image).
In addition to the media agency, the clients will commission a lead agency and a social media agency. The lead agency is responsible for the entire content marketing and corporate publishing - from the cross-channel content strategy to online communication for the health magazine and the range of services from aok.de to newsletters and two print products (up to and including prepress) - for the target group of AOK policyholders. The social media agency 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. All agencies of the clients will work closely together in a "collaboration model".
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.
Further information can be found in the specifications (Annex B3 of the tender documents).