You can do it like this. In my sketch the least significant bits of each character are printed first, so the output will look a little different than what you posted. Is that OK?
// Text to binary using serial monitor input
// Tom Fangrow, August 10, 2012
void setup() {
Serial.begin(9600); // open serial port at 9600 baud
}
void loop() {
if(Serial.available()) { // if anything on port
byte c = Serial.read(); // read one character
for(int i=0; i<8; i++) {
Serial.print(c%2); // print the least significant bit
c /= 2; // move to next significant bit
}
}
}