Communicating efficiently and effectively has become more challenging for organizations. The consulted organization hardly operates digitally on online media platforms and is not actively maintaining any social media channel. Furthermore, the organization has not a state-of-the-art web presence. Generally, the organization does not digitally communicate with relevant stakeholder groups. Hence, the organization can realize a low brand awareness and engagement.

Referring to the PASTA method as a theoretical framework and to selected up-to-date research evidence in both the academic and practitioner literatures relevant to marketing communication strategies and activities, the thesis examined the extent to which the targeted application of online communication and resulting strategy adjustments can improve performance of brand awareness and engagement. The PASTA method has been complemented by selected studies and literature relevant to marketing communication strategies and activities. To find out more about the current situation at the consulted organization, the author observed ongoing communication activities at the workplace. More precisely, an analysis of the current presence on various channels has been made. Besides, the 1st P of Marketing called product has been applied. Furthermore, through desk research, an external analysis of competitors has been done. Within the strategy, the PESO model built the framework for the proposition. For the subsequent channel organization and for supporting the tactics and the respective action plan, the 4st P of Marketing called promotion as well as the PESO model has been used.

The thesis supported the consulted organization by providing an individual and concrete strategy how to make use of online communication activities to increase brand awareness and engagement. The author discussed possible implementations based on literature and benchmarking. The findings indicate an under-average online appearance of the consulted organization. To conclude, the organization should not only consider increasing existing online metrics which reflect the degree of brand awareness and engagement, but also establishing new metrics by following a scheduled action plan of communication activities.