In the recent past, some drastic changes have taken place within Bildungszentrum Limmattal (BZLT). As a consequence of those changes, the new education offers which have been developed by BZLT in the field of basic education are not visible enough. Moreover, the number of enrolments for degree programs of the higher vocational education (Höhere Fachschule) has collapsed after the changes in the past. In order to restore the number of enrolments and to make the education offers more visible on the education market, the objective of this thesis is to develop a social media marketing strategy for BZLT for the years of 2019 – 2022.

The framework which was used in order to define a suitable social media marketing strategy for BZLT was the SOSTAC framework ( including situation analysis, objectives, strategy, tactics, actions, controlling). The information for the literature review was gathered from journal articles, websites and books, resulting from desk research. The empirical data was collected through surveys conducted with current apprentices of BZLT as well as with companies operating in the logistics and technologies industry.

The thesis provided the BZLT with a suitable social media marketing strategy, including the elements dialogue groups, marketing and social media goal, tools, content suggestions, type / format of posts, controlling activities and tools, responsibilities, resources (budget and time) as well as frequency of posts. The marketing goal of BZLT is to increase the number of enrolments to 14 students per class. The social media goal identified is to increase visibility of BZLT and its basic and further education offers. Current as well as former apprentices and students of BZLT, employees from 20-70 years of all industries, and companies operating in the logistics and technology industry were identified as the main dialogue groups for social media marketing activities of BZLT. Based on own research, the tools which should be adopted in order to reach most dialogue groups are Instagram, Facebook, LinkedIn and Xing.