HJSB Integrated Marketing Communications Plan
Healing Justice Santa Barbara (HJSB) is a nonprofit that empowers Black/African American communities along California's Central Coast through collective healing, advocacy, education, and collaboration to dismantle systemic oppression and promote equity and solidarity. HJSB seeks to expand their efforts to their primary and secondary target audiences in Ventura and Lompoc, California.
Figma
Slack
Google Suite
Canva
Visual Design
Market Research
Public Relations
Marketing Strategy
Brand Management
Role
Year
Tools Used
2024
Healing Justice Santa Barbara
Healing Justice Santa Barbara (HJSB), founded in May 2020, addresses the impacts of racism and anti-Blackness by fostering resilience and equity for Black/African American communities and other marginalized groups along California's Central Coast. Inspired by Cara Page’s concept of healing justice, HJSB emphasizes collective healing and liberation, centering Black/African American individuals, including LGBTQ+ members, people with disabilities, and underserved populations. Through direct action, advocacy, healing circles, and educational initiatives like the Black/African American Student Alliance, HJSB preserves local history, counters gentrification, and amplifies Black contributions. The organization collaborates across communities to dismantle systemic oppression and promote solidarity.
Catalyst Agency seeks to achieve HJSB’s business goals through a comprehensive IMC Plan that assesses the resources available and utilizes them to increase engagement of both the primary and secondary target audience.
Why is an IMC Plan essential for the growth of Healing Justice Santa Barbara?
An Integrated Marketing Communications (IMC) plan is a strategic approach that aligns and integrates all marketing tools, channels, and messages to deliver a consistent and cohesive brand experience. It is important because it ensures clear, unified communication across platforms, maximizes the impact of marketing efforts, and helps build stronger connections with the target audience, ultimately driving better results and brand loyalty.
In order for HJSB to reach their goal of expanding to Ventura and Lompoc, an IMC plan is necessary to synthesize their message and align all forms of communication, giving HJSB the best opportunities possible for expansion.
IMC Plan for Healing Justice Santa Barbara
The proposal pitched to the client includes a comprehensive analysis of the company’s position in the marketplace and advising of strategies to improve HJSB’s reach according to their goals.
