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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 Indorf, & Tim Gendimenico
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Table of Contents
Executive Summary ...............................4
Situation Analysis ..................................5- 7
Objectives.................................................8
Target Audiences ...................................9-10
Media Outlets.........................................11
Strategy....................................................12-13
Tactics.......................................................14-16
Measurement and Evaluation................17
Timetable.................................................18
Budget.......................................................19
About the Agency / Staf 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 Roads 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
Cafes existing competitive advantages compared to other restaurants in Ithacas
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 clients 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 Cafes 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
Reasonably priced to ft needs of college students
and 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-trafc area near Ithacas large
strip malls
Staf has experience with restaurants, and not
marketing
No consistency within the brands identity
No delivery option
Brand new restaurant; no customer loyalty or
reputation
Small staf, 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 s
Brand new; CT Bento Cafe could develop a good
brand reputation from the beginning
The space provides a good atmosphere for
students who are interested in studying of-
campus.
Providing catering could be ideal for business
meetings and private parties
The trafc on Elmira Road could help CT Bento
Cafe reach new customers
Ithaca, N.Y. is flled with foodies always
looking 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
Constant concern regarding the safety of fsh
products (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 restaurants menu is
uninspiring
According to 13Solutions online survey, this is the
most recognizable Japanese restaurant in Ithacas 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
CTBentoCaf
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
Increase awareness of CT Bento Cafe: Increase awareness of the restaurant within
the Ithaca, N.Y. community, specifcally among the Cornell University and Ithaca College
student bodies.
Organize specials or discounts: Bring in new customers or generate more brand
loyalty through repeat customers. Events and promotions are explained in the Strategy
section.
Unify brand image: Revitalize marketing material so that it uses the same color
scheme, typefaces and logo. The inconsistency may confuse customers.
Position CT Bento Cafe as a healthy and afordable restaurant: CT Bento
Cafe is located in the Fast Food Corridor. 13Solutions will diferentiate the restaurant
from its surroundings with health and price-sensitive promotions.
Objectives
9
PrimaryAudience
College students between the ages of 18 and 22, atending Ithaca College; students
mostly from Northeast and New England regions (New York, New Jersey,
Massachusets, etc.)
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
Specifc 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, atending Cornell University; students
mostly from New York State, Mid-Atlantic states, or International
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
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SecondaryAudience
Full-time residents of Ithaca, N.Y., population of 29,006, mostly blue-collar, and with a
relatively 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 Yorks
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.
Target audience is a term to describe a specifc group of people that will be reached by a
public relations campaign
Academics and administrators from Cornell University and Ithaca College, who are
looking 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
College admissions ofces
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Media Outlets SecondaryAudience
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
United 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 Tompkins
County
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 r
r 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
Become the Japanese restaurant of choice for 18 to 22-year-old college
students
Revamp the existing CT Bento Cafe Facebook page to include weekly updates with
specials 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
Staf uniform t-shirts
Restaurant signage
Restaurant and take-out menus
Create a stickiness factor among the target demographic. Essentially a
way to make sure the customers stay interested
Infltrate 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
S u [ s h e ]
Ofer 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 seting
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 staf 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 l
U 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
Butermilk
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 Strategy
Tactics
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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
Tacti cs to Reach the college communi ty
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

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
Twiter 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 fnd 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 plater 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 ofcial ribbon-cuting
ceremony with town ofcials 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 Twiter
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 s
Social networking sites have automatic metrics used for evaulation. Te 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.
We b s i t e h i t s
CT Bento Cafes 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 s
At the bottom of every receipt, there will be directions to an online survey measuring satisfaction with
food, service, and environment. Incentives for customers to fll out the survey should be included. For
example, a free Bubble Tea could be ofered 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 s
A simple comparison of the revenues CT Bento Cafe gained before, during, and afer 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 s
13Solutions will measure how much revenue is generated exclusively through CT Bento Cafes page on
Campusfood.com. Campusfood.com is the only destination for college students to order food directly
to his or her dorm room.
Measurementand
Evaluation
TimeTable
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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
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O
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l
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e
June 1st, 2011
S
p
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TimeTable Budget
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*SocialMediaNetworks
After CT Bento reaches brand consistency the company should invest in:
new exterior signage
new restaurant menus
website and maintenence fees
Interns
2
0
Marc Phillips
Sophomore 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
frms has impressed me since I developed an interest in brand management and marketing. I work
as the social media manager for BoatYard Grill in Ithaca, N.Y., and manage several other Facebook
pages for smaller clients.
Christina Belli
Sophomore Integrated Marketing Communications major
For as long as I can remember, I have been interested in public relations (more specifcally,
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 Indorf
Sophomore 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
efectively reach the largest audience possible.
TeamBio
Silvia Magana
Sophomore Integrated Marketing Communications major.
Living in New Rochelle, N.Y. and being so close to New York City has expanded my interest in the
feld of communications. I have specifc interests in the fashion and entertainment ends of Public
Relations. I believe that in order for a company to survive it is key to have strong brand identity, and
costumer loyalty. Those two atributes can help any company can succeed. I believe using Web 2.0
technology is essential and can give a company a competitive advantage.
Sara Martin
Sophomore Integrated Marketing Communications major
I 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
marketing communication feld since I was in 8th grade and it has shaped my decisions regarding
my academic career ever since. I believe that strongest campaign revolve around the synergy of
diferent forms of media.
Tim Gendimenico
Sophomore Sports Media major
Im from Hillsborough, N.J. and Im interested in general communications; specifcally 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 infuential in the way one handles new
media.
2
1
TeamBio TeamBio
2
2
Appendix
Design used for promotional buttons and stickers, using the new logo
Used in budget
Promotional magnet using the a new consistant logo
Used in budget and strategy
Objectives
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A AA
Selected for you by a sponsor:
Laurel: The Asian Women's Network would like to
thank the CT Bento Cafe and its fine staff for hosting
our recent fundraising event for the benefit of those
affected by the catastrophic events in Japan.
We also appreciate the outpouring of support from the
community of this worthy cause, as shown by the
crowd 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 to
accredited Japanese organizations working on the ground in the
affected community of Sendai and surrounding areas.
Comments | Share your thoughts
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Design used for promotional buttons and stickers, using the new logo
Used in budget
Appendix
Article about CT Bento Fundraiser
See Competitor analysis
2
4
Objectives
4/26/11 10:24 PM LexisNexis Academic: Print Preview
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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 Bentos competitors
See Competitor analysis
Appendix
Objectives
Article about CT Bentos competitors
See Competitor analysis
Mock up advertisment for the su[she] event
used in strategy
Appendix
Mock up website using the new cohesive branding
used in strategy
SHOGIJI Privace screens for an more private eating experience
seen in budget
Appendix
Chart showing pricing for magnetic promotional materials
used in budget
Appendix