The Business Transformation Academy as a think tank providing valuabel knowledge on the topic of complex business changes strongly relies on effective communication with existing but also potential members respectively users of the network. However, up to the day of the project initiation, BTA had an unmethodical approach to communicate, distribute news, and foster its online visibility. In addition, the indicators in terms of website traffic and the reach of the 360° Business Transformation Journal were unsatisfactory. In oder to receive specific recommandations on how to improve the current situation, this project work has been set up.

By consulting literature as well as conducting live tests and discussion, the authors aimed to formulate an integrated strategy that supports BTA in optimizing its communication efforts and improving its online footprint.

A central finding of this paper is that a sustainable marketing strategy is dependent on the mutual interaction of different individual sub-areas (including web design, SEO, social media, advertising, e-mail and blog) and various activities. Hence, this paper contains concrete suggetions, where necessary enhanced by detailed instructions, how to optimize the individual sub-areas and thereby increase the overall benefit.