Focus jugend has experienced significant growth and expansion in its service offerings over the years. Despite this positive development, the organization identified potential for improvement in its external communication strategy. The primary objective of this thesis was to develop an integrated external communication concept that aligns with the organization's strategic goals, the specific needs of stakeholders and effectively communicates its value proposition to its diverse stakeholder groups.

The research methodology encompassed a thorough literature review, stakeholder clustering and a survey conducted of key target groups. The literature review provided a solid theoretical framework, highlighting the importance of integrated communication strategies and concepts. The survey of key target groups was instrumental in identifying their specific communication needs and defining goals and instruments for the implementation of suitable communication measures. The literature review, as well as the survey, provide a solid foundation for the implementation of the concept in practice.

The analysis and survey of the target groups revealed that focus jugend's external communication lacked a cohesive strategy. The organization's message was not consistently communicated across different channels, leading to missed opportunities for engagement, support, increasing trust and cultivating relationships. The survey underscored the necessity for a differentiated approach to address the unique information needs of each target group effectively. The thesis suggests a multifaceted communication paradigm that emphasizes the significance of an integrated strategy. Key recommendations include strengthening the online presence, launching an Instagram and LinkedIn channel and targeted communication to ensure tailored messaging across all relevant channels. Community engagement should raise awareness of focus jugend and foster a positive image of the organization. The last recommendation identified is the systematic evaluation of all future communication activities to allow continuous improvement and adaptation. The proposed external communication concept represents a strategic effort to align focus jugend's communication practices with its organizational objectives.