1. Nature and scope of the order
As part of the marketing and communication mandate, visitBerlin commissions an influencer marketing agency with the consulting, conceptual services as well as the identification, planning and booking of influencers to promote Berlin as a travel destination and related offers. A framework agreement is to be concluded for this purpose. This serves as the basis for individual orders, which can be called up by the client on a project-related basis. For this purpose, the Agency receives separate orders as a basis. For these, the contractor will prepare individual offers on the basis of oral and/or written briefings.
visitBerlin operates the following social media channels, which may be directly or indirectly related to the orders:
- Facebook: @visitBerlin
- Instagram: @visitberlin
- Twitter: @visitBerlin
- TikTok: @visitberlin
The following services are to be provided within the framework agreement:
- The implementation of paid campaigns with influencers on various topics related to the destination Berlin, associated with the development of creative concepts with an understanding of the visitBerlin brand and the destination Berlin. Respective campaign goals (including clicks on the landing page, reach, sales, etc.) are defined in advance by the client.
In detail this means:
o Creation of concepts for influencer campaigns on the basis of briefings of the client, taking into account specified objectives
o Research and activation of influencers
o Coordination of the concepts and the selected influencers with the client
o Project management including time and budget planning in coordination with the client
o Taking over all organizational arrangements with the influencers
o Negotiations with the influencers in the sense of the client and contracting with the influencers
o Briefing of the influencers after prior consultation with visitBerlin
o Content planning in coordination with the influencers and visitBerlin
o Creation of production plans in coordination with the influencers (including coordination with the locations)
o Obtaining permission for filming or photography
o Accompaniment of the implementation and publication of the content (including mention of visitBerlin social media channels, co-author posts, links or reference to the visitBerlin website)
o Content approval process by visitBerlin and coordination of feedback with influencers
o Negotiation for the transfer of the rights of use of content to visitBerlin
o Analysis, evaluation and reporting of campaigns
o Travel management of the influencers (travel expenses and fees of the influencers will be invoiced by the influencers to the contractor and reimbursed to the contractor by the client upon proof after the end of the trip.)
o Billing and billing management
Regular coordination meetings with visitBerlin and, if applicable, the client's creative and media agencies (influencer campaigns are sometimes integrated into 360-degree campaigns, which is why they must be coordinated with the overall campaign planning in terms of time and theme).
- In addition to paid campaigns with influencers, we intend to access other services related to influencer marketing via the framework agreement concluded. These include, but are not limited to:
o Content creation by influencers for the client's social media channels. The client intends to use the content freely and time-free and via its own channels. Co-author posts are to be considered (e.g. published as part of a co-author post).
o Organisation of social media events, such as Instameets, with visitBerlin as host including invitation management
o Organization of influencer trips
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2. Budget and billing
The client assumes a total budget for Medieninvest during the term of the contract, including the extension option, in the amount of EUR 400,000.00 to approx. EUR 2.0 million. However, these amounts may also be exceeded. The maximum amount that can be drawn from this contract during the term of the contract, including the extension option, is EUR 2.5 million.
A budget for media investment of approx. 100,000.00 euros to approx. 500,000.00 euros net is provided per contract year. However, the client can change the distribution of the budget over the contract years at will. The client does not guarantee a minimum budget for media investment. The contractor is not entitled to call off the specified media investment. It is also possible that the client does not call up a specific order during the term of the contract.
For all orders, the contractor must prepare separate, binding offers with prices on the basis of the submitted price sheet. Billing is campaign-related / project-related according to the offer. The contractor shall receive the remuneration defined in the respective price sheet for his services. The costs of the influencers are to be communicated transparently to the client within the framework of the respective offers. In addition, these, including all travel and other extra costs incurred by the influencers in connection with the order, must be invoiced by the contractor to the client against proof.
The contractor is not entitled to an exclusive collaboration. The client is therefore free to commission third parties in addition to the contractor. Furthermore, there is no acceptance obligation for the implementation of the measures designed by the agency. Third parties can be commissioned to implement the measures.
The contractor receives the agreed commissions or the agreed hourly rate according to the price sheet for his services. This does not include the costs of the influencers and the travel expenses, as these differ from influencer to influencer, but all services to be provided by the agency.
2.1 The following services are invoiced on a commission basis, so that a commission rate must be specified by the contractor (this includes conception, project management, reporting and all other agency costs:
- The implementation of paid campaigns with influencers
- Content creation by influencers for the social media channels of the influencers
- Social media takeover by influencers
- Cross-channel cooperation between an influencer and visitBerlin
The commission is calculated for all orders from Medieninvest (= Gage Influencer:innen without travel expenses or other extra costs. These are transparently disclosed to the client and invoiced within the framework of the projects.) For this purpose, a binding percentage of the media investment must be stated in the price sheet,
- for orders with a media investment up to 10,000.00 euros net
- for orders with a media investment of EUR 10,001.00 to EUR 50,000.00 net
- for orders with a media investment from 50,001.00 Euro net
2.2 The following services are invoiced on the basis of an hourly rate, which must be stated in the price sheet:
- Organisation von Social Media Events
- Organization of influencer trips
The hourly rates refer to the services of the agency excluding costs for influencers, whose travel management and other flexible costs such as location rental etc. include. All flexible costs must be communicated transparently to the client in the course of preparing the offer.
After completion of the project, the contractor sends the invoice for the services actually provided.
Invoicing is based on approved offers for the current campaigns and projects. For budgetary reasons, the last invoice for a current calendar year must be submitted by 30 November of the current year. Campaigns or projects covering the month of December must also be invoiced in the form of an advance invoice by 30 November of the current year.
Fixed price offer
The prices and/or commissions in the offer are fixed prices/values for the term of the contract (including renewal options).
- In the course of the tender, an exemplary campaign strategy must be developed. Please submit them according to the task, which you can find in the attachment task. The evaluation of the exemplary campaign concept results from the attached appendix evaluation matrix implementation concept.
- The amount of the agency commission (%) for influencer campaigns (paid), and the hourly rates for further orders (see item "Budget and billing") must be stated in the attachment price sheet. The evaluation of the prize results from the attached appendix evaluation matrix price sheet.
A maximum of 100 points can be achieved for the campaign strategy and the price. The score achieved is multiplied by the indicated weighting of 60% (0.6) for the implementation concept and 40% (0.4) for the price and rounded to two decimal places. Finally, the scores achieved are added.