The aim of the contract is to continue the previous public relations work for NKI and its ongoing development. For this purpose, the programs and activities within NKI should be brought to the attention of the professional audience as well as, on special occasions, to the perception of a wider public. Its aim is to ensure that the relevant target groups are constantly and increasingly interested in the actions and programs of the NKI through current, up-to-date communication approaches. The main aim of the contract is to inform potential project participants about the funding opportunities of the NKI in order to continuously increase the use of subsidies and thus the saving of greenhouse gas emissions. To this end, the AN must develop creative approaches that are suitable for successfully addressing new potential project participants in the specific target groups of NKI and motivating them to implement GHG savings.

The website www.klimaschutz.de is an important tool in the external presentation, through which the numerous funded projects and multi-layered measures of the initiative on a platform can be presented vividly and above all coherently. He is an integral part of the public relations work of the NKI. The website is a showcase of the projects, which are divided into four target groups: municipalities, education, consumers and the economy. It serves the general public as well as potential funders as an information portal on the activities of the NKI, its current funding projects and ongoing funding programs. It shows concrete funding opportunities as well as tips on climate protection and provides a selection of tools for potential project participants, such as the funding computer and the KRL-Förderlotse. Furthermore, the website serves as an information and networking tool for the participating actors and provides access to the community of NKI, an internal area for online communication of NKI's target groups. In addition, the information pages of the Service and Competence Center can be found here: Municipal Climate Protection (SK: KK) on behalf of the BMU. The internet presence of the NKI under www.klimaschutz.de is to be operated during the entire service period, to be kept up-to-date as well as to be developed in content, editorial and technical terms. All necessary services are to be provided within the framework of this contract. The website was completely revised in 2017. Basic changes to the design or the technical design are therefore not required under this contract. All services are to be realized within the existing design and existing basic architecture. All necessary updates must be scheduled in order to operate the website at any time using a version that complies with the current state of technology so that the current, up-to-date functionalities of the website are available at all times. In terms of content, it is important to ensure up-to-date content and, if necessary, to add relevant new content. The internet offer is to be kept throughout in German language. In addition, for certain areas, a version in English may be to be implemented again and existing English-language areas are to be maintained on an ongoing basis. In the further development of the NKI website, for example, drafting editorial texts, developing solutions for programming user areas and interactive elements, implementing measures to support campaigns on the Internet, as well as implementing various online features for current events are required. With the help of a CMS (Content Management System), basically various NKI actors can provide information on the website. For example. the notifications and appointments in the area of the target group "municipalities" are maintained by the SK: KK. As editors, the CMS currently only uses the employees of the SK: KK in addition to the AN. Other actors regularly provide up-to-date information, which is then incorporated by the AN in the portal. Collaboration with third parties from funded projects or with other contractors of the BMU is therefore absolutely necessary and a smooth process is assumed. In addition, due to the assignment of the services in lots, the client requires close and continuous cooperation as well as regular information and coordination between the contractors of lots 1 and 2.

The public relations work for the NKI is to be supervised with all associated services and implemented in close coordination with the AG. To this end, the public relations work for the NKI is to be continuously planned in cooperation with the AG, if necessary revised, controlled and implemented. In all areas, the central objective of this mandate is to inform potential project participants about the funding possibilities of the NKI in order to continuously increase the use of subsidies and thus the saving of greenhouse gas emissions. To this end, the AN must develop creative approaches that are suitable for successfully addressing new potential project participants in the specific target groups of NKI and for motivating them to save greenhouse gas emissions. Overall, in this part of the contract, the target audience is primarily the specialist audience. The specialist audience of NKI consists mainly of the potential project participants in the field of municipalities, consumers, business and education, as well as the corresponding multipliers with their own access to these target groups. The achievement of broad sections of the population, on the other hand, is less of a focus, but will be covered separately by the AG if required. The NKI is currently under development as a central funding instrument for climate protection in order to respond to changing conditions and needs. Existing funding programs will be further developed or expanded and, if necessary, new funding calls will be added, sometimes in thematically new areas. NKI's public relations officer should accompany this development and react flexibly by developing innovative ideas for communication and implementing them in high quality so that the respective target groups are optimally motivated to use the funding opportunities and thus to save additional greenhouse gas emissions become. In addition, the previous successful public relations work on NKI in the field of information materials and advertising media as well as events with the highest level of continuity in the proven way should be continued. Proven formats, templates and editorial guidelines are available for this, at which time there is no need for major adjustments at the time of the call for tenders. The existing formats, templates, guidelines and conceptual frameworks may be subject to change during the performance period. An ongoing development and adaptation is therefore to be taken into account.