Lead agency for content marketing and corporate publishing - content strategy, online, newsletter and print - for AOK policyholders

The AOK community is looking for a lead agency that, on the basis of extensive knowledge and experience, takes over the entire content marketing and corporate publishing - from the cross-channel content strategy to online communication for the health magazine and the service area from aok.de to newsletters and two print products (up to and including prepress) - for the target group of AOK insured persons. The aim is to create joint media offerings for all eleven AOKs and the AOK Federal Association, which at the same time allow a regionalization of communication.

The lead agency acts as the first point of contact for the AOK Contentroom for joint topics as well as for the respective AOKs for regional topics. In order to fulfill this role, smooth communication - both with the social media and with the media agency - is necessary in a collaboration model. 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 on the platforms YouTube, Facebook, Instagram and TikTok. The media agency - will be responsible for campaigns - paid content distribution - of insurance communication via all joint channels of the AOK community. Both agencies will be awarded in separate calls for tenders.

In the course of the year, two further service providers for the printing and dispatch of the print media will be added, which will also be commissioned within the framework of separate tenders.

Equally important competencies of the lead agency 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.

Further information can be found in the specifications (Annex B3 of the tender documents).