This document outlines an integrated marketing communications (IMC) plan for Zia Pizza Company, a pizza restaurant with two locations in Las Cruces, New Mexico. The plan aims to introduce Zia Pizza as a new dining option for families and college students through increased awareness of their traditional brick-oven cooking method. Key elements of the IMC plan include print ads promoting Zia Pizza's traditional cooking technique over competitors, flyers targeting families and students, and maintaining a website to provide information to consumers. The document performs a SWOT analysis and identifies the main problems as a lack of brand positioning and heavy competition, proposing the positioning of "Crafting the Tradition" to promote Zia Pizza's authentic brick-oven pizza.

1. Zia Pizza Company

2. Executive Summary
• This entire IMC plan has been framed
and constructed around the idea of
creating awareness and introducing a
new dining option for families and
college students.
• The IMC plan provides Zia Pizza
Company (ZP) with valuable information
that will facilitate with communication
with potential consumers.

3. Zia Pizza Company
• Zia Pizza Company was founded in
2014 and has worked to provide
quicker pizza delivery to the East
Mesa area.
• In 2015, they opened a second
location on Solano Dr. to serve the
University area.
• There are currently two locations
open in Las Cruces:
• Lohman Ave.
• S. Solano Dr.

4. Competition
Dion’s
• Serves the East Mesa area
• Strong reputation among families and
students
• Very customer service oriented
Roadrunner Pizza
• Serves University area
• Delivery options available
NYP Slice House
• Serves East Mesa and University areas

5. Consumer Summary
• Primary Target: Ages 25-45, who have
families with children and desire a
comfortable, family-oriented
environment for dine-in or delivery
pizza
• Secondary Target: Ages 18-25,
students and young adults, who are
looking for a delivery, take-out, or
dine-in service for pizza and other
food items, close to the NMSU campus
and within a student budget

6. SWOT Analysis
STRENGTHS
• Traditional brick-oven
pizza in a small market
• Delivery (no minimum
order or distance limit)
• Large variety on menu (not
just pizza)
WEAKNESSES
• Low awareness
• High competition with
well-established
businesses at both
locations
OPPORTUNITIES
• Social media coupons/
deals/competitions
• Aggie Dining Dollars
• Finals Week/Student
Specials
THREATS
• Heavy competition
• Location (nearby main
competitors)
• Other restaurants that
accept Aggie Dining
Dollars

7. Problems
1. Lack of Clear Positioning
– No promotions
2. Heavy Competition in Las Cruces

8. Solution
Create a clear, concise IMC
campaign to build a better
perception of Zia Pizza Company.

9. Recommended Positioning
• Traditional Brick-Oven Pizza
– Zia Pizza pizza’s has more flavor
because it is cooked in a traditional
brick-oven unlike main competitors

10. Recommended Slogan
“Cra%ing
the
Tradi/on”
Owner
Philosophy:
Respect the
Cra5
Tradi8onal,
authen8c
brick-oven
pizza

11. 2016 Zia Pizza Company IMC
Branding/Raising
Awareness
Accessibility Building Rela8onships

12. Advertising Strategy

13. Recommended Logo

14. Recommended Logo

15. Print Ads
• “Did You Know?” Campaign
– Educate consumers:
• About ZP, dough, brick-ovens, pizza, delivery
• “Defini8ons” Campaign
– Why ZP is beOer than compe8tors
• Tradi8onal, authen8c, cra5

16. Did You Know

17. Did You Know

18. Did You Know

19. Did You Know

20. Definitions

21. Definitions

22. Definitions

23. Family Flyer

24. Student Flyer

25. Website
hOp://ziapizzaco.wix.com/ziapizzaco
Website is registered under a gmail account.
Login info for both the website and gmail account are:
Email - ziapizzaco@gmail.com
Password - Zpcompany2015

26. Questions?

27. Thank You!