Trown gained ownership of the already registered domain nachfolgeregelung.ch. They were looking for a strategy on how to make use of the website most effectively. The project team has taken on the task of developing an inbound marketing concept, thus covering Trown's back and allowing the firm to concentrate on its operational activities. The objective was to build and propose a concept that demonstrates how nachfol-geregelung.ch may be used as a content mediator and how inbound marketing tools can be used to gain new clients.

To provide Trown with a precise proposal for an inbound marketing concept, we have divided the research into the following two parts, namely (1) company and market analysis and (2) inbound marketing concept. The first part intends to obtain a better understanding of Trown’s environment and business activities. We want to create a proper foundation to comprehend better the intentions behind the mandate of proposing an inbound marketing concept for the new domain. For this, we applied several business models. In the second part, we develop and propose the actual inbound marketing concept.

After conducting extensive research, interviews with Trown, former clients of Trown and a lecturer of FHNW, and consulting with our supervisor, we decided to use one of ActiveCampaign's solutions. The main advantages are the easy handling day-to-day usage, the price, and the ability to access even more powerful tools. This facilitates the creation of content marketing components such as FAQs, videos, and newsletters. According to our research, these tools are the most effective for lead generation. Furthermore, with our own developed roadmap showing all steps necessary to implement the right tools to the business of Trown, we provide a valuable basis for a successful inbound marketing campaign. Through our research and exchanges with several experts, we were able to relieve Trown of a great deal of labour so that they could focus on their daily operational work. We simultaneously designed a tailor-made solution for an inbound marketing concept for them. We are convinced that we can offer the company a functional and sustainable solution and thus significantly contribute to Trown's long-term client satisfaction and customer acquisition.