1

C T B e n t o :"Thinking Outside the Bento Box"

April 27, 2011

Silvia Magana, Marc Phillips, Sara Martin, Christina Belli, Jake Indorf, & Tim Gendimenico

solutions13

3

Table of Contents

Executive Summary ...............................4Situation Analysis ..................................5- 7Objectives.................................................8

Target Audiences ...................................9-10Media Outlets.........................................11

Strategy....................................................12-13Tactics.......................................................14-16

Measurement and Evaluation................17

Timetable.................................................18

Budget.......................................................19About the Agency / Staff Bios ...............20-21

Supplements/Appendix

4

13Solutions is proud to work with CT Bento Cafe in creating a brand identity to maximize exposure. By creating an identity, CT Bento Cafe will become more noticeable among potential customers. CT Bento Cafe is a brand new Japanese restaurant located along Elmira Road’s “Fast Food Corridor.” 13Solutions’ plan will also engage customers and help CT Bento Cafe become the Japanese restaurant of choice among college students.

However, there are many well-established competitors who receive regular business from 18 to 23-year-old college students. 13Solutions hopes to highlight CT Bento Cafe’s existing competitive advantages compared to other restaurants in Ithaca’s South Hill neighborhood. Since CT Bento Cafe is brand new, many of the advantages will be created through this public relations plan.

CT Bento Cafe currently uses several different logos on written or in-house material. 13Solutions believes using a simple, unified logo will create a solid identity for the restaurant. To achieve top-of-mind recognition, the client’s name must be consistent with other forms of distributable media.

Opportunity is abound, as CT Bento Cafe is the newest, and most affordable Japanese restaurant to open on South Hill. Budget-conscious students with a taste for exotic cuisine will find CT Bento Cafe’s selection and location as benefits. However, price alone is not the only deciding factor among young adults. By encouraging a healthy lifestyle through online publicity campaigns, 13Solutions can more effectively engage clientele.

13Solutions thanks CT Bento Cafe for the opportunity to create a plan that will effectively market this soon-to-be South Hill gem as the best Japanese restaurant in Ithaca, N.Y.

ExecutiveSummary

5

SituationAnalysis

• Reasonablypricedtofitneedsofcollegestudentsand budget-conscious restaurant-goers

• Japanese cuisine is a healthy dining option, particularly in an area with fast-food restaurants

• A large well decorated space, with tables spread out for privacy

• Free WiFi• Already provides sushi to Ithaca College’s food

court• Only Japanese option along the “Fast Food

Corridor” on Elmira Road• Locatedonahigh-trafficareanearIthaca’slarge

strip malls

• Staffhasexperiencewithrestaurants,andnotmarketing

• No consistency within the brand’s identity• No delivery option• Brand new restaurant; no customer loyalty or

reputation• Smallstaff,stillinthetrainingprocess• Competition with other Japanese restaurants

throughout Ithaca, N.Y.• No restaurant reviews in online or print media• Limited media coverage

strengths w e a k n e s s e s

• Brand new; CT Bento Cafe could develop a good brand reputation from the beginning

• The space provides a good atmosphere for studentswhoareinterestedinstudyingoff-campus.

• Providing catering could be ideal for business meetings and private parties

• ThetrafficonElmiraRoadcouldhelpCTBentoCafe reach new customers

• Ithaca,N.Y.isfilledwith“foodies”alwayslooking for a new, healthy, and natural place to dine. (A “foodie” is someone who appreciates quality meals and often tells his or her friends about the experience)

• During the summer, the restaurant could team up with the Ithaca Farmers’ Market to have fresh, organic ingredients

• Develop partnerships with local establishments to promote business (i.e.: hair and nail salons, and hotels, etc.)

o p p o r t u n i t y

• Competition in the restaurant industry is huge. CT Bento Cafe is entering the market when there are several Japanese restaurants already in Ithaca, N.Y.

• Rise in gas prices could make it impossible for CT Bento Cafe to start delivery

• Constantconcernregardingthesafetyoffishproducts (Mercury poisoning, radiation, etc.)

• Many college students do not spend the entire year in Ithaca, N.Y., which may equate to slower sales during the summer months

• Low success rate of the restaurant industry in general

• Decrease in Ithaca, N.Y. tourism• Employees leaving the business• Bad economy causes casual dining to decrease

t h r e a t s

CompetitorAnalysis

6

AkiSamuraiJapaneseRestaurant• Delivery with a minimum of $12• Features a bar, fine dining, romantic setting, liquor

license, and karaoke

Asia Cuisine • No delivery• Features inexpensive food

SushiOSakeJapaneseRestaurant• No delivery• Has a liquor license and has a prominent location in on

South Aurora Street, across from Ithaca Commons• According to online reviews, the restaurant’s menu is

uninspiring• According to 13Solutions’ online survey, this is the

most recognizable Japanese restaurant in Ithaca’s South Hill neighborhood, (see appendix).

KayugaJapaneseRestaurant• No delivery• Features fresh seafood, but is considered expensive

7

CompetitorAnalysis

KyushuHibachi&SushiBar• No delivery• Features fine dining in a family-friendly atmosphere• 82% of survey responders would bring their homework

to a restaurant if the atmosphere is quiet and conducive to studying. A family-friendly restaurant is most likely loud and busy

PlumTreeJapaneseRestaurant• Delivery with a minimum of $15• Features inexpensive meals, private parties, liquor

license, and online orders

CTBentoCafé• No delivery• 70% of survey responders do not know where CT Bento

Cafe is located• Features free WiFi, restricted liquor license, quiet

ambiance, and reasonable prices. In addition, CT Bento Cafe offers free, abundant parking, and room for private parties or meetings

• 79% of survey responders ranked reasonable prices as one of the top choices for chosing a sushi restaurant; CT Bento Cafe can use this data as an advantage

BubbleTeaAsian&ThaiCuisine• Delivery with a minimum of $12• Features a 10% off online discount

8

• IncreaseawarenessofCTBentoCafe: Increase awareness of the restaurant within theIthaca,N.Y.community,specificallyamongtheCornellUniversityandIthacaCollegestudent bodies.

• Organizespecialsordiscounts:Bring in new customers or generate more brand loyalty through repeat customers. Events and promotions are explained in the “Strategy” section.

• Unifybrandimage: Revitalize marketing material so that it uses the same color scheme, typefaces and logo. The inconsistency may confuse customers.

• PositionCTBentoCafeasahealthyandaffordablerestaurant:CT Bento Cafeislocatedinthe“FastFoodCorridor.”13Solutionswilldifferentiatetherestaurantfrom its surroundings with health and price-sensitive promotions.

Objectives

9

PrimaryAudience

• Collegestudentsbetweentheagesof18and22,attendingIthacaCollege;studentsmostly from Northeast and New England regions (New York, New Jersey, Massachusetts,etc.)

Ū Students with a general income of minimum wage or less who rely on money from on-campus jobs, part-time jobs, and/or parental allowances

Ū Specificon-campusclubstotargetbasedoninterest:AsianAmericanAlliance,Anime Society, Culinary Arts Club

• Collegestudentsbetweentheagesof18and22,attendingCornellUniversity;studentsmostly from New York State, Mid-Atlantic states, or International

Ū Because of the high international population (at least 17%), an interest in ethnic foods is more common

• Teens and young adults looking for healthy dining choices and interesting food at a lower cost; likely to be looking for Asian cuisine and particularly cheaper, fresher sushi options

• Students who are now part or full-time residents of Ithaca, N.Y. The city is politically liberal and environmentally conscious. Residents look for abundant vegetarian and vegan options when dining out

• Seniors living in Longview and Kendall at Ithaca, who have limited income and enjoy inexpensive dining options

10

SecondaryAudience

• Full-time residents of Ithaca, N.Y., population of 29,006, mostly blue-collar, and with a relativelylowlevelofincomecomparedtotherestofNewYorkandtheUnitedStates.In 2009, the estimated median household income was $27,342, compared to New York’s average of $54,659

• Comprised of both men and women ages 25+, looking for low-cost, fresh Asian cuisine. Includes a target audience of childless couples in search of an interesting, fun night out. Targetaudienceisatermtodescribeaspecificgroupofpeoplethatwillbereachedbyapublic relations campaign

• AcademicsandadministratorsfromCornellUniversityandIthacaCollege,whoarelooking for convenient, healthy dining options

• Tourists visiting Ithaca, primarily those staying at chain hotels near CT Bento Cafe

• Businesses in Ithaca, N.Y. seeking cheaper alternatives for dining and catering

Importantlocationstodistributemenus• Ithaca Tompkins County Convention and Visitors Bureau• Chain hotels• Bed & Breakfast-style hotels• State parks• Collegeadmissionsoffices

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Media OutletsSecondaryAudience

L o c a l C a b l e T V• ICTV 16 - (Ithaca College Television) broadcast to 30,000 homes in the Ithaca, N.Y.

area via Time Warner Cable

R a d i o• WICB 91.7 – Ithaca College radio station (ranked as #1 College Radio Station in the UnitedStatesin2010)

• WVBR93.5–CornellUniversityradiostation

L o c a l N e w s p a p e r s / M a g a z i n e s• TheIthacan – Ithaca College campus-wide newspaper; paper and online versions• TheCornellDailySun–CornellUniversity’scampus-widenewspaper;paperandonline

versions• TheIthacaJournal– Paper and online newspaper for the city of Ithaca, N.Y. and Tompkins

County• IthacaTimes – Local newspaper that includes a visitor’s guide with restaurant options;

paper and online• Edible Finger Lakes Magazine – Local food magazine for the Finger Lakes region

B l o g s : f o o d r e v i e w s i t e s f o rr e s i d e n t s , t o u r i s t s• 14850 Dining – Local restaurant review site• Eating Ithaca – Local restaurant review/news site• Yelp.com – National; popular review site for local businesses

• BecometheJapaneserestaurantofchoicefor18to22-year-oldcollegestudents

Ū Revamp the existing CT Bento Cafe Facebook page to include weekly updates with specials and lifestyle advice

▪ Updatescouldincludenutritionfactsofothermealscomparedtosushi ▪ Japanese wisdom/quotes ▪ How to meditate ▪ Reinforces how CT Bento Cafe cares about its customers

• Createone,solitarylogotorepresentCTBentoCafeacrossallmedia Ū Social media Ū Keep basic website, but create new design Ū Partner with Campusfood.com and implement logo on personal page Ū Staffuniformt-shirts Ū Restaurant signage Ū Restaurant and take-out menus

• Createa“stickiness”factoramongthetargetdemographic.Essentiallyawaytomakesurethecustomersstayinterested

Ū Infiltratestudent-producedformsofmediawithPR-relatedstoriesforfreepublicity ▪ Her Campus - Ithaca▪ TheIthacan▪ TheCornellDailySun▪ BuzzsawMagazine ▪ WICB ▪ VIC ▪ ICTV 16 ▪ Simple, elegant distributable ▪ Laptop sticker ▪ Bumper sticker or car window decal ▪ Die-cut (custom) door magnet

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Strategy

S u [ s h e ]• Offerperkstodemographicgirlsandpartnerwithlocalnailsalon(s)tocreatetheperfect

“Girls Day Out” • Start at local salon and buy a discounted dinner at CT Bento. • Customers who participate in Su[she] will have Shoji screens around their table(s) to create a private,intimatesetting

L e t t h e G o o d T i m e s R o l l • Make-your-own sushi roll for special occasions: Birthday, Date Night, excellent academic

grades, etc.• WaitstaffcantakephotoofcustomersandpostonFacebook.• Encourages photographed customers to “Like” the Facebook page and tag themselves in the

photo. This action will allow customers to share photos with friends.

I t h a c a C o l l e g e a n d C o r n e l lU n i v e r s i t y - r e l a t e d s u s h i r o l l s• Bombers• Big Red• Bears• Taughannock• Buttermilk• South Hill

C r e a t e - a - r o l l c o n t e s t• Engages customers through voting and receiving updates on Facebook• Customer cannot vote until he or she “Likes” the Facebook page

13

StrategyStrategy

Tactics

14

T a c t i c s t h r o u g h t h e M e d i a• Advertisements in college papers

Ū TheIthacan and CornellDailySun• Ithaca Times News Story

Ū Contact Ithaca Times reporter Ū Bring reporter to CT Bento’s to discuss business relationship with Ithaca College and Cornell with a complimentary lunch Ū Emphasize that CT Bento is a family business

• Advertisement in Ithaca Athletics & Events Center Ū Large frequency due the amount of tourist and parents that will pass through Ū Tourists & parents see Rack-Card at Hotel and then sign at sporting event Ū Out-of-towners for an athletic event will be looking for somewhere to eat

• WICB Radio spot Ū Inform students that sushi from the Ithaca College food court is from CT Bento

• CT Bento stickers Ū Sleek, cool stickers and magnets students can take for free Ū Other local buisnesses have found success using this methode Ū Increases brand awareness

TacticstoReachthecollegecommun ity• Informational Flyers

Ū Target Ithaca College Circle Apartments Ū Promote specials and events Ū Increases brand awareness

• Delivery (IC Campus) Ū Majority of college students do not have cars Ū Gives college students another incentive to buy CT Bento. Ū Delivery car is seen by students Ū Increases spread of menus Ū Invite a member of The Ithacan&CornellJournal for a free lunch at CT Bento Ū Write a positive review about their experience in newspaper Ū Students will see the name CT Bento Ū Students will trust a review by their peers

• Culinary Arts Club sponsored event

Ū Team up with the Culinary Arts Club Ū Hand out free sushi and pamphlets about Japanese cuisine in Ithaca College’s Campus Center Ū Distribute CT Bento menus Ū CT Bento sign present during event

T a c t i c s t o r e a c h o n l i n e c o m m u n i t y• Create an interactive website for CT Bento

Ū Same design as the menus and store-front sign Ū Descriptive and informational Ū Pictures of various dishes Ū Mulitple pictures of CT Bento’s interior and exterior

• Twitteraccount Ū Keeps in touch with customers Ū Keeps customers updated with information

• Facebook page Ū Post information about the nutrition of CT Bento food Ū Create Facebook events that will get students to visit CT Bento Ū Post pictures of dishes

• VisitIthaca.com Ū Opens CT Bento to potential tourists Ū Expands brand relevance outside of Ithaca , N.Y. Ū Easyforcustomerstofindinformation

• CampusFood.com Ū Costumers can view CT Bento’s menu and other specials Ū Adds another vechicle to reach customers

T a c t i c s t o b r i n g i n c u s t o m e r s• College student discounts

Ū 10%-15% discount to college students Ū Draws target audience to C.T. Bento Ū Incentive to chose C.T. Bento over competitors Ū Demonstrates college friendly atmosphere

Tactics

15

16

• College-student specials

Ū Menu item tailored for college kids Ū Similar to Dunbar’s, a local bar, and their “Group Therapy” drink special. The special couldbeavarietyplatterforafairlycheapprice. Ū Encourages hungry college kids to come Ū Pitcher of beer discount

• Rack-Cards Ū Distribute to hotels in area: Hampton Inn, Best Western, Holiday Inn, Comfort Suites Ū Distribute at Farmer’s Market and Ithaca information center Ū Expends customer audience Ū Creates a reliable reputation amongst travelers

• Early Bird Special (Early Empire) Ū Discount food for senior citizens from 4-6 p.m. Ū Increase in secondary revenue

• Early afternoon & late night discount / special Ū Make customers aware that CT Bento is open the majority of the day Ū Early afternoon 11:00 a.m. - 12:00 p.m. will draw business crowd Ū Late night discount 9:00 p.m. - 11:00 p.m. will draw college crowd

• ID Express / City Bucks Ū Students are more willing to spend pre-paid debit account funds Ū Less competition in ID Express / City Bucks Ū Healthy alternative to other pre-paid debit restaurants

• Grand Re-Opening Ū More prepared this time Ū IthacaChamberofCommercewillallowCTBentotohaveanofficialribbon-cuttingceremonywithtownofficialsandlocalnewsoutlets.

• Local Media Day Ū Host various restaurant reviewers Ū Open to journalists looking to cover CT Bento Ū A positive initial review will give CT Bento credibility and spread awareness

• Create-a-Roll Contest Ū Contestants submit recipes or ideas for their sushi on Facebook Ū PostpictureonfacebookormakeupdatesonTwitter Ū Winning roll can become a weekly special Ū Possible addition to menu

Tactics

17

F a c e b o o k a n d T w i t t e r m e t r i c s Social networking sites have automatic metrics used for evaulation. The Facebook hits can be measured by how many “friends” or “Likes” are gathered. Twitter is measured through how many followers are gained over a certain duration of time.

W e b s i t e h i t s CT Bento Cafe’s personal website should incorporate Google Analytics, the industry standard for measuring website activity. Links should be provided to the social media pages within the website.

R e c e i p t s u r v e y sAt the bottom of every receipt, there will be directions to an online survey measuring satisfaction with food, service, and environment. Incentives for customers to fill out the survey should be included. For example, a free Bubble Tea could be offered to customers who complete the surveys.

P r i o r a n d P o s t r e v e n u e c h e c k sA simple comparison of the revenues CT Bento Cafe gained before, during, and after the campaign launch would help estimate helpfulness of the new public relations tactics.

C a m p u s f o o d . c o m o r d e r s13Solutions will measure how much revenue is generated exclusively through CT Bento Cafe’s page on Campusfood.com. Campusfood.com is the only destination for college students to order food directly to his or her dorm room.

MeasurementandEvaluation

TimeTable18

Type Event Expected Date

Create Twitter Account

Revamp FaceBook Page

Revamp Website

Register with Campusfood.com

Re-Grand Opening Friday, June 4th, 2011

Create-A-Roll Contest May 16th – June 17th

Media D June 17th, 2011

Create flyers for Special Events / Promotions

As Special Events & Promotions come

Su[she] Night: Saturday afternoons

Let the Good Times Roll On-going

Prom

otio

nO

nlin

eJune 1st, 2011

Spec

ial E

vent

s

TimeTable Budget19

*SocialMediaNetworks

After CT Bento reaches brand consistency the company should invest in:• new exterior signage• new restaurant menus• website and maintenence fees• Interns

20

Marc PhillipsSophomore Integrated Marketing Communications major, Journalism minor.I live less than hour outside of New York City, in a town where all of the adults commute into the city every weekday. Seeing my friends parents work in executive positions at large agencies and firmshasimpressedmesinceIdevelopedaninterestinbrandmanagementandmarketing.Iworkas the social media manager for BoatYard Grill in Ithaca, N.Y., and manage several other Facebook pages for smaller clients.

Christina BelliSophomore Integrated Marketing Communications majorForaslongasIcanremember,Ihavebeeninterestedinpublicrelations(morespecifically,entertainment public relations). I live in close proximity to New York City and plan on pursuing a career there in the future. Because technology and social media are growing in our world so vastly, I believe that it is important for a company to utilize them in order to be successful in marketing itself to a vast amount of consumers, both loyal and potential.

Jake IndorfSophomore Integrated Marketing Communications major I was born in Westchester County, N.Y., but now I live in Vermont. Since I was a child, I have always critiqued what I watched on TV and what I read in newspapers. This later grew to include critiquing everything from advertisements, to public relations campaigns. I believe the strongest campaigns effectivelyreachthelargestaudiencepossible.

TeamBio

Silvia MaganaSophomore Integrated Marketing Communications major. Living in New Rochelle, N.Y. and being so close to New York City has expanded my interest in the fieldofcommunications.IhavespecificinterestsinthefashionandentertainmentendsofPublicRelations. I believe that in order for a company to survive it is key to have strong brand identity, and costumerloyalty.Thosetwoattributescanhelpanycompanycansucceed.IbelieveusingWeb2.0technology is essential and can give a company a competitive advantage.

Sara MartinSophomore Integrated Marketing Communications majorI was born in riverton N.J. My passion is graphic design. I am currently a TA for Presentation Media and Visual Design, and Computer Information and Technology. I decided I wanted to be in the marketingcommunicationfieldsinceIwasin8thgradeandithasshapedmydecisionsregardingmy academic career ever since. I believe that strongest campaign revolve around the synergy of differentformsofmedia.

Tim GendimenicoSophomore Sports Media major I’mfromHillsborough,N.J.andI’minterestedingeneralcommunications;specificallyintelevision.I have a goal of ultimately working the entertainment business. This is fascinating time in the media, evolvingatarevolutionarypace,andIthinkitisvitaltobeinfluentialinthewayonehandlesnewmedia.

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TeamBio TeamBio

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Appendix

Design used for promotional buttons and stickers, using the new logoUsed in budget

Promotional magnet using the a new consistant logoUsedinbudgetandstrategy

Objectives

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Selected for you by a sponsor:

Laurel: The Asian Women's Network would like tothank the CT Bento Cafe and its fine staff for hostingour recent fundraising event for the benefit of thoseaffected by the catastrophic events in Japan.

We also appreciate the outpouring of support from thecommunity of this worthy cause, as shown by thecrowd that went to the CT Bento Cafe that day,despite the short notice and limited media exposure.

The $2,500 generated by the event will go directly toaccredited Japanese organizations working on the ground in theaffected community of Sendai and surrounding areas.

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Design used for promotional buttons and stickers, using the new logoUsed in budget

Appendix

Article about CT Bento FundraiserSee Competitor analysis

24

Objectives

4/26/11 10:24 PMLexisNexis® Academic: Print Preview

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1 of 4 DOCUMENTS

The Globe and Mail (Canada)

April 6, 2007 Friday

Wendy's aims to connect with young diners;

Even the reliable Frosty will be revamped as chain faces pressure for stronger results

BYLINE: JANET ADAMY

SECTION: REPORT ON BUSINESS: THE WALL STREET JOURNAL; RESTAURANTS; Pg. B8

LENGTH: 1090 words

DATELINE: DUBLIN, OHIO

For nearly four decades, Wendy's International Inc. served only one kind of Frosty: a vanilla-and-chocolate hybrid thicker than a

milk shake yet creamier than most fast-food ice cream. No matter how many customers pleaded with him, Wendy's founder Dave

Thomas refused to add another flavour, fearing it would slow operations behind the counter.

But now, struggling to connect with younger diners, Wendy's is revamping the Frosty, along with the rest of its menu. Inspired by

the success of Starbucks Corp.'s Frappuccinos, Wendy's is adding new flavours of Frosty that come with wide straws and bubble-

shaped tops, and tinkering with a coffee-flavoured Frosty in its test kitchen at headquarters here. The chain also is taking an

ambitious stab at relaunching a breakfast menu.

The steps could be vital as the nation's No. 3 hamburger chain faces pressure from investor Nelson Peltz, whose affiliates have three

seats on Wendy's board and are pushing the chain for stronger financial results. Fast-food industry observers have speculated that

Wendy's is a takeover candidate, and the rumours could heat up in June, when Mr. Peltz's agreement not to acquire a controlling

interest in the company expires.

A Wendy's spokesman said the company doesn't comment on speculation, and a spokeswoman for Mr. Peltz didn't respond to a

request for comment.

Wendy's executives say they're in the early stages of a turnaround akin to the resurgence that McDonald's Corp. started in 2003

when it stopped building more restaurants and began improving existing locations. But besides facing stiff competition from the

reinvigorated McDonald's, Wendy's will have to overcome some self-inflicted wounds. Part of the company's problem is that it has

catered to the same generation of customers who began visiting Wendy's after its first location opened in 1969.

"People in my generation, in their mid-40s or late 40s, frankly don't consume as much fast food," says Ian Rowden, Wendy's chief

marketing officer. Mr. Rowden wants Wendy's to instead focus on consumers ages 16 to 34, many of whom are drawn by cheaper

food and Internet marketing.

But some Wendy's franchisees worry that, by targeting younger customers and pushing low-priced items, Wendy's could alienate its

loyal, older customer base and cheapen its reputation for quality. Franchisees also haven't forgotten that an earlier attempt at breakfast

during the mid-1980s flopped.

When Kerrii Anderson took over as Wendy's chief executive a year ago, the chain began tackling its biggest problems: weak

Article about CT Bento’s competitorsSee Competitor analysis

Appendix

Objectives

Article about CT Bento’s competitorsSee Competitor analysis

Mock up advertisment for the su[she] eventused in strategy

Appendix

Mock up website using the new cohesive brandingused in strategy

SHOGIJI Privace screens for an more private eating experienceseen in budget

Appendix

Chart showing pricing for magnetic promotional materialsused in budget

Appendix