Media Plan

1. Jacob Nine
Intro to Advertising
Jacquie Lamer
April 5, 2018
The Once Upon A Farm Brand and Millennial Parents
Introduction
Target’s Psychographic Summary
 Healthy Eaters
 Organic Buyers
 Care About Health
Target’s Demographic Summary
 Gender: Female
 Marital/ Family Status: Married with young kids
 Age Range: 18-35
 HH Income: $50,000
Target’s Geographic Location
 San Francisco, CA

2. The organic food industry is a fast growing industry in the United States. There has been
a great deal of startups lately with organic food. One of the best and upcoming places for
organic food is the organic baby food. Parents that want their kids to eat healthy and
organic are on the rise, especially in millennial parents. One of the most popular places
for organic food in the United States is San Francisco. We will be going over what our
target audience has to offer, and learning about them. We will go over why we picked our
target audience due to physiographic, demographic and geographic elements. We will
also go over some media recommendations like magazines, television, and google SERP
ads, which will line up with our targets elements.

3. Organic Food Industry
Once Upon a Farm Company Profile
 Purpose, Missionand History
The purpose of the company is to sell very healthy and organic baby food for 5-18 month
babies. They have the mission of nurture children and that they will pass down healthy
eating for the next generations. They want to provide the most healthy and best tasting
foods for babies. What really sets this company apart from other similar ones is how
transparent and honest they are with their customers. They really want the consumer
knowing what is in their products and where they came from. What really sets there
products apart from others is how they make their food. They use something called high-
pressure processing technology for their foods. “HPP technology, which is also used for
cold-pressed juice products, not only improves the nutrient profile of the company’s
organic baby food, but it also makes for better flavors and a lower sugar content …”
(Monaco). They really take the extra steps needed to help improve the flavors, and
nutritional value of their products. This is what makes their products so special compared
to other organic baby foods. Four different co-founders started up the company in 2015.
They started out with a vision in mind, and that was to provide healthy and tasty food
from farms.
 Baby Food Products
Once Upon a Farm really focuses on using pouched food for their products. They have
many reasons why they uses pouches instead of other containers like jars. They take up
less room in the warehouse, use less energy for transportation, less landfill space, longer

4. life cycle, and they use less raw materials. They want their pouches to be ecofriendly.
You are even able to recycle any of their products by sending your old product back to
them, and they will recycle it for you. Another big focus for them is that they are made of
recyclable shipping boxes, which you can recycle like any other item by putting them in a
recycle bin. The pricing of the products is actually very expensive compared to other
baby foods. The average pouch of their organic baby food will run you about almost 3
dollars. To compare Geber baby food runs for about $1.50 to $2 for similar food at
Walmart.
How Consumers Buy Company’s Products
If you live and want to buy these products in the greater San Francisco area, you might be
limited to choices. The Berkley Bowl West is the nearest available in store available that
is located 8.8 miles away. There are other options around the same area, but will not
carry as many options for the baby food. Their products are available anywhere in the
United States. You can also purchase their products online on Amazon or from their own
website.
Target Audience: Millennial Parents in San Francisco
 Psychographic Elements of Millennial Parents
There is a huge shift of millennials that will be parents in the future, and are already
parents, and they are huge buyers of organic foods. Millennials are becoming big buyers
of organic food in our country. “Last year’s survey studied generational buying habits of
U.S. households, and found that Millennial parents – parents in the 18- to 35-year-old age
range -- are now the biggest group of organic buyers in America” (Organic Trade
Association). These people eat healthy and organic foods as a lifestyle and health choice.

5. These parents and organic buyers believe that it is very important to live and eat a healthy
lifestyle. These parents that buy organic are passing it down to their children.
 Demographic Elements of Millennial Parents
Millennials are now becoming old enough to have and raise kids. These are some
demographics of millennials as a whole There are 10.8 million adults 25-34 that have
children. The Median Income for these people is at $50,000. About half of these people
live in a suburban area. (Fromm). As a whole millennials are very well connected with
online life. Even though some prefer shopping online, most of millennial parents still
prefer to go to stores like Walmart to shop (Fromm).
 Geographic Profile: San Francisco, CA
San Francisco is a great place to target. According to a Scarborough Report, San
Francisco is the most “green” city in the United States. The national average is five
percent of U.S. adults are super greenies, and San Francisco is at 17%, the highest in the
nation. This is good because of how popular green eating is in this area, which is what
our target audience likes to do.
 How Target Aligns with Once Upon A Farm Offerings
We know that millennials are the biggest consumers of organic foods in the nation. There
is going to be a huge rise also of millennials that will be parents in the next 10 years. If
you combine all the factors of millennial parents, their location, and the organic food rise,
you will see why this product has such a good target audience and location. Once Upon a
Farm is a great match for millennial parents in San Francisco. We know that San
Francisco is a very healthy eating city, so parents really care about what their children
eat.

6. Media Plan Recommendations:
Magazine Name: M Magazine
 Rationale: This magazine is a perfect fit for our target audience. Magazines like this are
perfect to advertisers because they can provide whom exactly you are send your
magazine out to. The magazine is all about things happening around the San Francisco
area. They even only ship to houses with a certain household income, so the readers are
well off and could afford our product, which is a little more pricy than other baby foods.
 Months: We will be running our ads here for 3 months, which will be in January,
February, and March. The reasoning behind this is because the most amount of babies are
born in July and August. I chose these months because this is when they will be able to
start consuming our products at around 5 months old, our first stage in the products line.
 Ad Size, Position and Cost: I will be buying 2 facing pages on the inside of the
magazine. This will give us enough room to display a big 2-page ad, which is what we
want for our advertisement. The cost per ad is $8,398 and the total cost will be $16,796.
 CPM: The CPM is $67.18, which is high compared to other CPMs, except for the google
searches.
 Magazine Name: Naturally
 Rationale: I choose this program because it is all about healthy lifestyles, healthy food,
enhanced by natural living. This lines up great for us because of the match in
psychographic elements of our target audience.

7.  Ad Size, Position and Cost: I will be choosing the Cover 2 page position. I picked this
because it is a premium page and I really like how the content and target audience line up
with each other. The cost per ad is $62,500 and the total cost is $62,500.
 CPM: The CPM is pretty low compared to the other media types at $19.53, which is why
I spent a good chunk of the budget on it.
Television Recommendations:
Television Show: Totally Vegetarian
Rationale: This is a show all about eating healthy and vegetarian, which you can tell by the
title. Our audience is all about eating healthy, which is what the show is about.
Number of Ad Insertions: I put 100 insertions for the campaign. The show is 60 minutes
long and the show airs once a day. We will be running the ad for once a show which will last
for 3 months. There will be some days that the ad will run twice in a day, which will be
towards the beginning of the campaign. The price was cheap for what you get, so I decided to
put a lot of insertions

8. CPM: The CPM is $12.43, which is low for what we are getting in a TV ad.
Television show: Healthy Appetite
Rationale: This show is just about healthy eating just like the last show. It lines up with the
target audience, and is on the food network, so you know the audience really cares about
food and healthy eating.
Number of Ad Insertions: I chose to pick 50 insertions over the 3 months. The program is
30 minutes long, and I recommend around one ad a show. The show airs once a day, so I
would run the ad about every other show.
CPM: The CPM is $38.52, which is more on the high side. But I think it is worth the money,
and I spent about as much as my budget would allow me to.
Google Keyword Recommendations:
 Keyword List: organic baby food, baby food, best organic baby food, organic baby
products, healthy baby food, 7 month baby food, 9 month baby food, healthiest baby
food, baby food pouches, organic toddler food, baby food stages.

9.  Rationale: I really stuck with similar words when choosing keywords. I really wanted to
focus on organic baby food, and the baby food that would be the healthiest, just like our
product. I also wanted to focus on ages of babies, and the types of stages they go through
as kids, which will line up with the types of products we have.
Strategy Thoughts
 Media Benefits: I have learned the difference between media types after finishing this.
The CPM of magazines is a lot higher than I thought and TV is much cheaper than I
thought. Magazine ads can be much more engaging than TV ad, because TV viewers tend
not to focus as much to ads, even though they are in video form. I have also learned how
effective Google ads can really be. They let the advertiser directly buy words they want
to target their audience. Then the consumer can just click a button and have the product

10. on the screen right in front of them, which makes them effective at selling items. They
also do not charge you until someone actually clicks on the link, which means the
advertiser knows what they are getting.
 Budget and CPM: In this paper, I have learned that CPM is everything. It is the cost per
thousand people, and shows the true value of an ad, because we are buying people. Any
money we spent to an audience that doesn’t care about is money wasted. Overall my
budget was pretty spilt between the 3 different types of media.

11. Works Cited:
Loizos, Connie. “The Organic Baby Food Wars Heat Up.” TechCrunch, TechCrunch, 12
Sept. 2017, techcrunch.com/2017/09/12/the-organic-baby-food-wars-heat-up/.
Monaco, Emily. “Once Upon a Farm Gives Parents the Best in Organic Baby
Food.” Organic Authority, Organic Authority, 8 Jan. 2018, www.organicauthority.com/once-
upon-a-farm-knows-how-to-give-parents-the-best-in-organic-baby-food/.
Today’s Millennial: Tomorrow’s Organic Parent. Organic Trade Association , 14 Sept.
2017, www.ota.com/news/press-releases/19828.
Fromm, Jeff. “New Research: ‘The Millennial Generation Becomes Parents.’” Millennial
Marketing, Millennial Marketing , www.millennialmarketing.com/2013/07/new-research-the-
millennial-generation-becomes-parents/
“Once Upon A Farm.” Once Upon a Farm, onceuponafarmorganics.com/.