Germany - Marketing

Description

DB Fernverkehr AG intends to award a contract for marketing agency services for children, young people and families in the area of product management, "Onboard Services" with a focus on families.The award is being made with the aim of commissioning a full-service agency with the consulting, conception and implementation of target group-oriented marketing activities as well as with the overall handling of communication for children, young people and families across all relevant channels (online and offline).The scope of the contract includes regularly recurring tasks as well as consulting and strategy services, creative and programming services, production and implementation as well as success controlling and project management.For further details see Annex F_Tnw_ II.1.4) Brief description.
Regularly recurring tasks:- Website hosting,- Website maintenance,- Editorial support for website,- Editorial support for ICE portal,- Provision and maintenance of an image database,- Planning, conception and implementation of the LeseLOK and miniLOK magazines,- Production and printing of the LeseLOK and miniLOK magazines,- Concept and implementation of children's ticket.Further range of services:Consulting and strategy in target group marketing with a focus on children, young people and families- Competent consulting in all of the following areas:-- Segmentation within the target group and competent consulting per segment in all questions of marketing strategy,-- Customer loyalty and customer acquisition of children and young people as well as their parents,-- Print (media),-- Online marketing,-- Digital, DB's own media incl. proposals for measures for annual planning, derived from the specified annual targets,-- Further development of the digital address of the target group,-- PR strategy (e.g. influencer marketing,-- Cooperative marketing,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- Marketing strategy,-- PR strategy Influencer marketing),-- Cooperations,-- Product development up to product maturity and communication of the new product,-- Consideration of trends and innovations in children, youth and family marketing as well as derivation of marketing activities,-- Observation of competitor communication as well as presentation of successful marketing measures of other service companies and generation of transfer models for the AG incl. description of the success prognosis.Creative services and programming:- Creative development of marketing measures,- Creative conception and implementation of the miniLOK and LeseLOK magazines, flyers, children's tickets, (online) competitions, interactive games as well as content for DB's own digital media (website www.der-kleine-ice.de, ICE portal, bahn.de/familie, newsletter),- Setting up/administration of prize game databases outside the DB database (external server),- Creation of execution samples of the developed creative concepts in the intended format and material,- If applicable, development of software/IT services plus operational management if necessary (e.g. online games).Production/implementation:- Checking the production-technical feasibility of the respective project or measure,- Controlling and coordinating the pre-press, final artwork and lithography, taking into account the production and printing-technical specifications,- Implementing/producing the offline communication measures,- Supplying reference samples and specimen copies.Success control:- Presentation of an annual report including derived recommendations for measures for the coming annual planning,- Ensuring that all actions are set up in such a way that success control (based on KPIs) is possible.Project management and control:- Account management,- General control, management and controlling of projects and their prioritisation,- Formulation or receipt of written and verbal briefings as well as re-briefings,- Preparation, monitoring and adherence to schedules,- Preparation of detailed cost estimates,- Coordination of projects with the responsible DB managers through fixed contact persons,- Monitoring of all correction loops and continuous quality assurance,- Monitoring of the up-to-dateness of communication measures (presentations, text content, etc.) in all media,- Ensuring that the communication measures are in line with the current state of the art,- Ensuring that the communication measures are in line with the current state of the art,- Ensuring that the communication measures are in line with the current state of the art.Ensuring the necessary railway know-how through ongoing training or observation of the agency staff on DB-relevant topics. Establishing continuous project monitoring, taking into account the progress of implementation, the commissioning of service providers and the budget status of the individual projects.Projects:- Quality assurance and reliable and timely complaint management,- Participation in and preparation and follow-up of the agreed jour fixe appointments,- Participation in the agreed annual/quarterly meetings and timely preparation of meeting minutes,- Integrated cooperation with freelancers and, if necessary, with other agencies commissioned by DB. with other agencies commissioned by DB (e.g. marketing or direct marketing partner agencies),- Ensuring availability by telephone,- Implementing overarching and project-related quality assurance measures and ensuring the required quality.See also Annex G_TnW_II 2.4).

Opportunity closing date

10 June 2021

Value of contract

£1m-5m