Beschreibung der Beschaffung
The service provider shall perform the tasks specified in Tender Specifications of the tender documents.
In Particular, the Service Provider shall perform the following tasks:
— general information service and correspondence in a fully equipped and staffed office during normal business hours in the USA,
— maintenance, updating and development of the existing website at
www.germanwineusa.com. This includes the planning and creation of digital content as well as the inclusion of new content on the website at least once a week. The content management is carried out by the service provider as part of the DWI's existing open source type 3 content management system (CMS). The DWI will provide the service provider with the necessary access to the CMS.
— daily checking of the topicality of the content posted on the website,
— content creation and maintenance of all relevant social media networks (e.g. Instagram, Facebook, video channels, etc.). Social media channels must be updated at least once a week with unique content containing added value,
— continuous monitoring of the U.S. media landscape,
— expert point of contact for media representatives,
— monthly summary of current media clippings (TV, print and internet),
— reports on the current situation and changes in politics and the wine sector,
— creation and distribution of press releases,
— creation and distribution of information publications,
— invitation of journalist and trade delegations to Germany. Provide background information, book travel and implement a questionnaire after travel,
— creation, distribution and forwarding of promotional materials,
— assisting in organizing trips to the German wine-growing regions,
— market research / Collecting of market data,
— transmission of statistics,
— creation and organisation of events for the press, sommeliers, beverage retailers, restaurateurs, consumers etc.,
— public relations,
— identifying market potentials, concrete needs and opportunities for cooperation for German wine and sparkling wine producers,
— continuous compilation and updating of lists of American wine dealers, importers, distributors, supermarkets, top hotels and selected restaurants (including contact person for wine procurement)
— adaptation of existing promotional material,
— distribution and shipment of promotional materials,
— selection and invitations of potential participants at multi-national information trips to the German wine-growing regions,
— development of an appropriate marketing strategy for the generic marketing of the Wines of Germany office in the USA corresponding to the market situation and in line with the general strategy of DWI,
— transmission of statistics/market research,
— continuous transmission of statistics in relation to the use of social media (number of followers, etc.),
— monthly report on activities’ progress and media evaluation,
— cellarage of wines,
— storage of POS material,
— attendance of an annual meeting of all Wines of Germany offices in Germany by the Chief Executive/Head of Campaign (about 6 days).
The service provider against separate order by the DWI also undertakes the following tasks, in particular, as additional activities:
— media relations / trips to Germany.
Invitations, travel arrangements and possible accompanying of media trips for American media, sommeliers, importers and retailers to the wine-growing regions of Germany.
— press conferences in relation to current events.
Selection of journalists, invitation, preparation of information packs and search for venues, hosting of the conference and provision of support to DWI in discussions with media representatives.
— events / fairs/ presentations.
Organisation of events (including e.g. trade fairs, online events, etc.) for the media, sommeliers, beverage retailers, restaurateurs, consumers etc. upon suggestion by the Service Provider or the Client, including any necessary or useful accompanying measures for the events such as creating and producing advertising materials, organising accompanying seminars etc. The theme, the venue, the type of event and, if necessary, the German wines to be presented at the venue shall be agreed with the Client beforehand. The Service Provider shall undertake the promotion, organisation and management of the event, including the provision of translation services, if necessary.
— other marketing activities.
By arrangement, the Service Provider undertakes to carry out further marketing activities to be specified by the Client with a view to increasing interest in German wines and/or increasing or consolidating sales of German wine products. The Service Provider also undertakes to carry out, by arrangement, general promotion activities (please refer to, e.g., Regulation (EU) No 1144/2014 of 22.10.14.), which may be co-financed by the European Union and/or other national structural funds. Those general promotion programmes may include marketing activities for other eligible agricultural products, which then will also be marketed by the Service Provider within these promotion programmes.