STRABAG demonstrates how integrated communication within the group works with Scompler
From silos to a shared narrative—with a clear structure and a central platform
How can communication be managed consistently within a large international corporation with thousands of projects, numerous markets, and a wide variety of target audiences? STRABAG provides a clear answer: through strategic topic planning, new organizational structures, and the use of Scompler as a central platform for strategic communication and content operations.
Tanja Förster and her communications team at STRABAG demonstrate how established communications structures can be transformed—and the role Scompler plays as a unifying element in this process.
50
Countries
86.000
Employees
40+
Corporate Communications Staff
As one of Europe’s largest construction groups, STRABAG operates in over 50 countries. topics, projects, and communication opportunities are correspondingly diverse.
“Our goal is no longer simply to inform, but topics , create an impact, and ensure consistency in our communications,” explains Tanja Förster, Deputy Head of Corporate Story Hub at STRABAG.
But this was precisely where the challenge lay: while high-quality content was being produced, it was often created in parallel and without coordination between the Vienna and Cologne offices. Different teams were each working on the intranet, press releases, and website according to their own channel strategies—there was no central coordination.
Tanja Förster
STRABAG
Tanja Förster is responsible for the operational management of the Corporate Story Hub at STRABAG, designs central editorial processes, and drives integrated, cross-channel communication. Her focus: transparent planning, efficient workflows, and data-based management with measurable KPIs.
Strategic Realignment: The Corporate Story Hub
To ensure that communication is consistently aligned with the company’s strategy, STRABAG has reorganized its Corporate Communications department. One of the five units is the Corporate Story Hub—alongside traditional internal communications and brand management, among others.
Here, content development, channel distribution, and content production are brought together within an integrated structure. Work is carried out in specialized departments for content, channels, and production, which are closely interlinked.
The key difference: topics no longer developed in isolation, but are instead evaluated and prioritized collaboratively and translated into stories. “The shift from silos to a shared story was a pivotal step for us,” says Förster.
Scompler as a central platform for strategic content management
To ensure this new way of working is effective in day-to-day operations, STRABAG relies on Scompler as its central planning tool. The platform maps out the entire communication framework, from topic architecture and stories all the way to specific actions.
Scompler serves as the central control platform for the Corporate Story Hub:
- topics planned in a structured manner and prioritized
- Stories are topics from strategic topics
- Measures are derived across all channels
- Responsibilities and coordination are clearly visible
“The key point is that topics are topics longer planned solely on a channel-by-channel basis, but rather around specific themes,” explains Björn Bröhl, CEO of Scompler.
This creates a true “single source of truth” for all communication—and thus lays the foundation for consistent and scalable content processes.
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Webinar recording: Corporate communications at STRABAG
Clear processes and routines ensure accountability
In addition to the platform, STRABAG has also adapted its organizational processes. Fixed meeting structures, such as stand-ups and regular editorial meetings, ensure that topics are coordinated and prioritized topics .
The result: less coordination effort, faster decisions, and significantly greater transparency across all communication activities.
Scalable communication for international organizations
A key advantage of the new approach is its scalability. topics be coordinated across the entire group and rolled out internationally, while still allowing for local requirements.
Especially in a globally active company like STRABAG, the combination of thematic architecture and a platform provides the necessary foundation for establishing a consistent narrative across countries and markets.
"What we've achieved in corporate communications over the past three years: clearly defined roles, shared prioritization, and integrated editorial planning in Scompler. We coordinate more quickly, identify topics , and communicate more consistently."
Tanja Förster, Deputy Head of Corporate Story Hub, STRABAG
Conclusion: Integrated communication control with Scompler
The STRABAG example vividly demonstrates how communication can be reimagined in complex organizations. By combining strategic topic planning, clear structures, and the central Scompler platform, an integrated communication framework is created.
Companies like STRABAG therefore benefit from Scompler in the following ways:
- greater transparency regarding topics content
- reduced complexity in coordination
- more consistent messaging across all channels
- and a scalable foundation for further growth
This transforms communication from an operational cost driver into a strategic success factor.