Sales-oriented youth marketing

As part of this call for tenders, the AOK Federal Association is looking for a service provider who can advise it on all aspects of youth marketing. This includes the young target group between the ages of 15 and 30, such as pupils, students, trainees and young professionals. For this purpose, the service provider procures and presents investigations, studies and analyses that are necessary for advertising planning, related to the young target group, and that address market changes. He also advises on new, innovative forms of advertising/channels and relevant trends and developments in brand management.

The strategic advice regarding the young target group also includes:

- Conducting a strategic workshop with the client and, if necessary, the AOKs to determine the optimization potential of the existing conception and implementation as well as defining and controlling the goals of youth marketing on the basis of KPIs,

- Conception of communication, topic and advertising strategies for campaigns and for the fulfillment of the defined KPIs,

- Development and conception of at least two nationwide campaigns on strategically derived topics, at least two sales campaigns and individual measures in coordination with the client.

The conceptual service for the advertising measures includes, in particular, the elaboration of the communication and channel strategy, the selection of the type of advertising media and media in cooperation with a media agency commissioned by the client.

When considering the concept of youth marketing, the possibility of regional extension or regionalization must be considered, so that the AOKs can adapt the communication measures for their regional channels or incorporate them into their own campaigns.