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

April 27, 2011

Silvia Magana, Marc Phillips, Sara Martin,Christina Belli, Jake Indor , & im Gendimenico

so lu t i o n

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Table of Contents

Executive Summary ...............................4Situation Analysis ..................................5- 7Objectives.................................................8arget Audiences ...................................9-10Media Outlets.........................................11

Strategy....................................................12-13actics.......................................................14-16Measurement and Evaluation................17

imetable.................................................18

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

Supplements/Appendix


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13Solutions is proud to work with CT Bento Cafe in creating a brand identity tomaximize exposure. By creating an identity, CT Bento Cafe will become morenoticeable among potential customers. CT Bento Cafe is a brand new Japaneserestaurant located along Elmira Roads Fast Food Corridor. 13Solutions plan willalso engage customers and help CT Bento Cafe become the Japanese restaurant ofchoice among college students.

However, there are many well-established competitors who receive regular businessfrom 18 to 23-year-old college students. 13Solutions hopes to highlight CT BentoCafes existing competitive advantages compared to other restaurants in IthacasSouth Hill neighborhood. Since CT Bento Cafe is brand new, many of the advantageswill 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 therestaurant. To achieve top-of-mind recognition, the clients name must be consistent

with other forms of distributable media.Opportunity is abound, as CT Bento Cafe is the newest, and most affordable Japaneserestaurant to open on South Hill. Budget-conscious students with a taste for exoticcuisine will find CT Bento Cafes selection and location as benefits. However, pricealone is not the only deciding factor among young adults. By encouraging a healthylifestyle through online publicity campaigns, 13Solutions can more effectively engageclientele.

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

Executive Summary


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Situation Analysis

Reasonably priced to t needs of college studentsand 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 Colleges food

court Only Japanese option along the Fast Food

Corridor on Elmira Road Located on a high-tra c area near Ithacas large

strip malls

Sta has experience with restaurants, and notmarketing

No consistency within the brands identity No delivery option Brand new restaurant; no customer loyalty or

reputation Small sta , still in the training process 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

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

The space provides a good atmosphere forstudents who are interested in studying o -campus.

Providing catering could be ideal for businessmeetings and private parties

The tra c on Elmira Road could help CT BentoCafe reach new customers

Ithaca, N.Y. is lled with foodies alwayslooking for a new, healthy, and natural place todine. (A foodie is someone who appreciatesquality meals and often tells his or her friendsabout the experience)

During the summer, the restaurant could teamup with the Ithaca Farmers Market to havefresh, organic ingredients

Develop partnerships with local establishmentsto 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 inIthaca, N.Y. Rise in gas prices could make it impossible for

CT Bento Cafe to start delivery Constant concern regarding the safety of sh

products (Mercury poisoning, radiation, etc.) Many college students do not spend the entire

year in Ithaca, N.Y., which may equate to slowersales during the summer months

Low success rate of the restaurant industry ingeneral

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

t h r e a t s


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Competitor Analysis

6

Aki Samurai Japanese Restaurant Delivery with a minimum of $12

Features a bar, fine dining, romantic setting, liquorlicense, and karaoke

Asia Cuisine

No delivery Features inexpensive food

Sushi O Sake Japanese Restaurant 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 restaurants menu is

uninspiring According to 13Solutions online survey, this is the

most recognizable Japanese restaurant in Ithacas SouthHill neighborhood, (see appendix).

Kayuga Japanese Restaurant No delivery Features fresh seafood, but is considered expensive


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Increase awareness of CT Bento Cafe: Increase awareness of the restaurant withinthe Ithaca, N.Y. community, speci cally among the Cornell University and Ithaca Collegestudent bodies.

Organize specials or discounts: Bring in new customers or generate more brandloyalty through repeat customers. Events and promotions are explained in the Strategysection.

Unify brand image: Revitalize marketing material so that it uses the same colorscheme, typefaces and logo. The inconsistency may confuse customers.

Position CT Bento Cafe as a healthy and a ordable restaurant: CT BentoCafe is located in the Fast Food Corridor. 13Solutions will di erentiate the restaurantfrom its surroundings with health and price-sensitive promotions.

Objectives


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Primary Audience

College students between the ages of 18 and 22, a ending Ithaca College; studentsmostly from Northeast and New England regions (New York, New Jersey,Massachuse s, etc.)

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

Speci c on-campus clubs to target based on interest: Asian American Alliance,Anime Society, Culinary Arts Club

College students between the ages of 18 and 22, a ending Cornell University; studentsmostly from New York State, Mid-Atlantic states, or International

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

Teens and young adults looking for healthy dining choices and interesting food at alower cost; likely to be looking for Asian cuisine and particularly cheaper, fresher sushioptions

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

Seniors living in Longview and Kendall at Ithaca, who have limited income and enjoyinexpensive dining options


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Secondary Audienc

Full-time residents of Ithaca, N.Y., population of 29,006, mostly blue-collar, and with arelatively low level of income compared to the rest of New York and the United States.In 2009, the estimated median household income was $27,342, compared to New Yorksaverage 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.Target audience is a term to describe a speci c group of people that will be reached by apublic relations campaign

Academics and administrators from Cornell University and Ithaca College, who arelooking 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

Important locations to distribute menus Ithaca Tompkins County Convention and Visitors Bureau Chain hotels Bed & Breakfast-style hotels State parks College admissions o ces


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Media Outlets

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 theUnited States in 2010)

WVBR 93.5 Cornell University radio station

L o c a l N e w s p a p e r s / M a g a z i n e s The Ithacan Ithaca College campus-wide newspaper; paper and online versions The Cornell Daily Sun Cornell Universitys campus-wide newspaper; paper and online

versions

The Ithaca Journal Paper and online newspaper for the city of Ithaca, N.Y. and TompkinsCounty Ithaca Times Local newspaper that includes a visitors 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


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Become the Japanese restaurant of choice for 18 to 22-year-old collegestudents

Revamp the existing CT Bento Cafe Facebook page to include weekly updates withspecials and lifestyle advice

Updates could include nutrition facts of other meals compared to sushi Japanese wisdom/quotes How to meditate Reinforces how CT Bento Cafe cares about its customers

Create one, solitary logo to represent CT Bento Cafe across all media Social media Keep basic website, but create new design Partner with Campusfood.com and implement logo on personal page Sta uniform t-shirts Restaurant signage Restaurant and take-out menus

Create a stickiness factor among the target demographic. Essentially away to make sure the customers stay interested

In ltrate student-produced forms of media with PR-related stories for free publicity Her Campus - Ithaca The Ithacan The Cornell Daily Sun Buzzsaw Magazine 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


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S u [s h e ] O er perks to demographic girls and partner with local nail salon(s) to create the perfect

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, intimate se in g

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. Wait sta can take photo of customers and post on Facebook. 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 Bu ermilk 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

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Strategy


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Tactics1 4

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

The Ithacan and Cornell Daily Sun Ithaca Times News Story

Contact Ithaca Times reporter Bring reporter to CT Bentos to discuss business relationship with Ithaca College and

Cornell with a complimentary lunch Emphasize that CT Bento is a family business

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

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

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

Tactics to Reach the col lege community Informational Flyers

Target Ithaca College Circle Apartments Promote specials and events

Increases brand awareness Delivery (IC Campus)

Majority of college students do not have cars

Gives college students another incentive to buy CT Bento. Delivery car is seen by students Increases spread of menus

Invite a member of The Ithacan & Cornell Journal for a free lunch at CT Bento Write a positive review about their experience in newspaper Students will see the name CT Bento Students will trust a review by their peers


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Culinary Arts Club sponsored event

Team up with the Culinary Arts Club Hand out free sushi and pamphlets about Japanese cuisine in Ithaca Colleges

Campus Center Distribute CT Bento menus 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

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

Twi er account Keeps in touch with customers

Keeps customers updated with information

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

Post pictures of dishes VisitIthaca.com

Opens CT Bento to potential tourists Expands brand relevance outside of Ithaca , N.Y. Easy for customers to nd information

CampusFood.com Costumers can view CT Bentos menu and other specials 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

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

Demonstrates college friendly atmosphere

Tactics

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College-student specials

Menu item tailored for college kids Similar to Dunbars, a local bar, and their Group Therapy drink special. The special

could be a variety pla er for a fairly cheap price. Encourages hungry college kids to come Pitcher of beer discount

Rack-Cards Distribute to hotels in area: Hampton Inn, Best Western, Holiday Inn, Comfort Suites

Distribute at Farmers Market and Ithaca information center Expends customer audience Creates a reliable reputation amongst travelers

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

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

Late night discount 9:00 p.m. - 11:00 p.m. will draw college crowd ID Express / City Bucks Students are more willing to spend pre-paid debit account funds Less competition in ID Express / City Bucks Healthy alternative to other pre-paid debit restaurants

Grand Re-Opening More prepared this time Ithaca Chamber of Commerce will allow CT Bento to have an o cial ribbon-cu ingceremony with town o cials and local news outlets.

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

Create-a-Roll Contest Contestants submit recipes or ideas for their sushi on Facebook Post picture on facebook or make updates on Twi er Winning roll can become a weekly special Possible addition to menu

Tactics


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F a c e b o o k a n d T w i t t e r m e t r i c sSocial networking sites have automatic metrics used or evaulation. Te Facebook hits can be measuredby how many riends or Likes are gathered. witter is measured through how many ollowers aregained over a certain duration o time.

We b s i t e h i t sC Bento Ca es personal website should incorporate Google Analytics, the industry standard ormeasuring 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 o every receipt, there will be directions to an online survey measuring satis action with

ood, service, and environment. Incentives or customers to ll out the survey should be included. Forexample, a ree Bubble ea 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 o the revenues C Bento Ca e gained be ore, during, and afer the campaignlaunch would help estimate help ulness o 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 C Bento Ca es page onCampus ood.com. Campus ood.com is the only destination or college students to order ood directlyto his or her dorm room.

Measurement andEvaluation


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TimeTable1 8

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

P r o m

o t i o n

O

n l i n e

June 1st, 2011

S p e c i a

l E v e n t s


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Budget 1 9

*Social Media Networks

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


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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 thecity every weekday. Seeing my friends parents work in executive positions at large agencies and

rms has impressed me since I developed an interest in brand management and marketing. I workas the social media manager for BoatYard Grill in Ithaca, N.Y., and manage several other Facebookpages for smaller clients.

Christina BelliSophomore Integrated Marketing Communications majorFor as long as I can remember, I have been interested in public relations (more speci cally,entertainment public relations). I live in close proximity to New York City and plan on pursuing acareer 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 itselfto a vast amount of consumers, both loyal and potential.

Jake IndorfSophomore Integrated Marketing Communications majorI was born in Westchester County, N.Y., but now I live in Vermont. Since I was a child, I have alwayscritiqued what I watched on TV and what I read in newspapers. This later grew to include critiquingeverything from advertisements, to public relations campaigns. I believe the strongest campaignse ectively reach the largest audience possible.

Team Bio


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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

eld of communications. I have speci c interests in the fashion and entertainment ends of PublicRelations. I believe that in order for a company to survive it is key to have strong brand identity, andcostumer loyalty. Those two a ributes can help any company can succeed. I believe using Web 2.0technology 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 Mediaand Visual Design, and Computer Information and Technology. I decided I wanted to be in themarketing communication eld since I was in 8th grade and it has shaped my decisions regardingmy academic career ever since. I believe that strongest campaign revolve around the synergy ofdi erent forms of media.

Tim GendimenicoSophomore Sports Media majorIm from Hillsborough, N.J. and Im interested in general communications; speci cally in television.I have a goal of ultimately working the entertainment business. This is fascinating time in the media,evolving at a revolutionary pace, and I think it is vital to be in uential in the way one handles newmedia.

2 1Team Bio


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Appendix

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

Promotional magnet using the a new consistant logoUsed in budget and strategy


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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 toaccredi ted Japanese o rganizations working on the ground in theaffected community of Sendai and surrounding areas.

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Appendix

Article about C Bento FundraiserSee Competitor analysis


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Objectives

4/26/11 10:LexisNexis 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 amilk shake yet creamier than most fast-food ice cream. No matter how many customers pleaded with him, Wendy's founder DavThomas 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 bythe 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 anambitious 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 threeseats 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 controllinginterest 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 arequest 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 2003when it stopped building more restaurants and began improving existing locations. But besides facing stiff competition from thereinvigorated McDonald's, Wendy's will have to overcome some self-inflicted wounds. Part of the company's problem is that it hascatered 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 chmarketing 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 alienatloyal, older customer base and cheapen its reputation for quality. Franchisees also haven't forgotten that an earlier attempt at breakfastduring 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 Bentos competitorsSee Competitor analysis

Appendix


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SHOGIJI Privace screens for an more private eating experienceseen in budget

Appendix


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Chart showing pricing for magnetic promotional materialsused in budget

Appendix

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