ReTake GmbH is missing a structured communciation plan for their Facebook page. As a result postings are done randomly and with no background analysis on their followers. This leads to a very low interaction rate. This although the founders of ReTake GmbH took several hours to shape the posts and schedule them.

The paper is structured according to the PASTA-model of Zweers. The first part consists of the theory introduction and explanation. The second part includes the aplication of the theory to the company's case. In a first step the author conducted an internal and external analysis. In a second step the target group, proposition and positioning have been developed and at last the communication strategy has been set up.

The analysis and research showed, that it is key for ReTake GmbH to deliver valuable, relevant and consistent content to keep their Facebook followers interested and engaged. This is achieved by carefully brainstorming ideas on what the users might interest, trending topics and previous posts that reached high engagements. The result is a two-step communication plan, where a yearly overall planning of the communication shall help to keep an eye on what is going on and simplify the coordination with others. A regular weekly planning gives a clear structure on when and what content is posted and who is responsible for it. Thanks to this structured approach to the Facebook communication planning, the followers of PinkBag will engage more and new followers are going to be attracted. This leads to a higher brand awareness and in the end to more traffic to the website.