1. Lauren Daake
Intro to Advertising
April 6, 2018
The Once Upon A Farm Brand and Millennial Parents
Target’s Psychographic Summary
Healthy nutritious food for those interested
Prefer organic food
Ability to decide if the brand is good
Interested in protecting the environment
Target’s Demographic Summary
Gender: both female and male
Marital/ Family Status: married with one child
Age Range: 25-34
HH Income: median of $50,000
Target’s Geographic Location: San Francisco, CA
Introduction- This is a media plan for Once Upon a Farm. The campaign will take place in the
three months of January, February and March. The budget for this three month campaign is
$250,000 to $275,000. The target audience for this campaign is millennial parents who live in
San Francisco and care about their children eating healthy organic food. The goal is to get more
people in the target audience to know about our brand and to convince them to try out our
healthy cold-pressed food for children 5 months to 18 months.
2. During the campaign we will be placing advertisements in three magazines, two
television shows and 10 google keyword phrase ads. Within the three different magazines we
will be buying three half page ads, one third page ad and six quarter page ads. The total cost for
the magazine ads is $192,388 and the total CPM is $29.55. For the television ads we will be
buying 120 insertions, the total cost is $63,705 and the CPM is $26.43. In total $274,995 of the
budget was used and the CPM is $81.
Media Buy
Overview
Media Vehicle Total Cost CPM
Magazines
M Magazine $ 13,608 $ 18.14
Baby & Toddler $ 108,180 $ 36.06
Martha Stewart $ 70,600 $ 34.44
Magazine Totals/Avg $ 192,388 $ 54.20
Television
The Organic Life $ 32,058 $ 13.21
Parenting Playbook $ 31,647 $ 13.21
All TV Totals/AVG $ 63,705 $ 26.43
Google Search
Google Totals/Avg $ 18,902 $ 3,462
TOTAL/ AVG $ 274,995 $ 81
Did not include the google searchCPMinto the totalCPMbecause it would skew the
average
3. Organic Food Industry
According to a TechCrunch article, the current day and age is a great time to be a parent
with a young child. At least if you are a parent who wants to make sure that your baby only
eats healthy food, but do not necessarily have time to make such a food. This is because
people have noticed that this is such a huge want, and since people have started to notice the
demand, there have been many organic baby food companies showing up. Those new
companies, like Once Upon a Farm, are focused on making their baby foods to be more
natural and even having the packages become safer for the environment while still being
parent friendly. In the past few years there have been at least a dozen companies that are
subscription based popping up, trying to make their name known in the baby food industry.
The TechCrunch article states that by 2021 productions have put the global food market
as high as $76 billion. One of the reasons why the baby food industry is rising that high is
due to the fact that a lot of new parents are caring more and more about what they are feeding
their kids and how to live a healthier lifestyle. The organic group of baby food sales grew 26
percent from 2013 to 2015. Whereas non organic baby food have dropped 6 percent in sales
during the same time period. This helps prove the point that parents are starting to care more
about what their kids are eating, especially at a young age for the children.
Consumers that are searching for organic baby food do not have brand loyalty according
to the TechCrunch article. The people buying the food have said that if they want to try a
different brand than the one they are currently using- they will. They care more about the
health of their child than the name of the brand. Often the parents will switch brands because
it is better for the child’s health.
4. Once Upon A Farm Company Profile
o Purpose, Mission, and History- Once Upon a Farm aims to give high-quality
organic baby food that is fresh, and easy for on the go parents to use. According
to the Organic Authority article that was given to us in class, Once Upon a Farm
uses a high-pressure processing technology. They use this because high-pressure
technology because it allows for less sugar and better flavors, this s because the
products are not being blasted heat while being inside of plastic. Not heat blasting
the product lets it be closer to the fresh produce that it started out as.
The mission of Once Upon a Farm, which can be found on the mission
page of their website, states that they want to nurture children and others and the
earth to help pass on a happier and healthier world for the next generation. They
also believe that they are constantly able to improve themselves, wither it is in
their products, relationship with customers and the earth.
One interesting thing about Once Upon a Farm that is stated on the
Organic Authority article is the amount of transparency the company gives. You
can find all the information about how their products are made, and if there are
any changes made in the production of the food on the About Our Farm page of
the website. This gives parents easy access so they can decide whether or not they
want to use the products and if the food is good enough for their children. It gives
them more information so they are not making this decision by word of mouth,
according to the Organic Authority article. The founders of Once Upon a Farm
started the company because they saw a need for easy organic food for busy
parents.
o Baby Food Products- The food that Once Upon a Farm sells is all made by using
the cold press process. They use this process because it keeps the food tasting
good while still allowing all the vitamins and nutrients to stay in the food. The
pouches that the food comes in have a clear bottom. This allows the consumer to
see that the food they are giving to their children is healthy and is completely
what it says it is.
5. On the Once Upon a Farm website, they have the baby food split up into
four different stages. Stage one is for five months and plus, in this stage the
pouches contain single fruits and veggies, in this stage they have four different
flavors to choose from. The second stage is stage two, where they have simple
combinations of fruit and vegetables, this stage is made for seven months and up.
This section also has four different flavors to choose from. Next is stage three
that is made for nine plus months. This stage is blends of textures and fats that
help promote development. This stage has five different flavors to choose from.
The last stage is four made for kids ages 18 months to roughly 24 months, this
stage promotes healthy and hearty treats for toddlers. In this stage they have one
flavor you can buy on its own and then they have a pack of three flavors. Within
all the different stages you buy the pouches in packs of eight for $23.92 and
shipping if you are not a member. While members pay $19.92 with free shipping
for the same package of eight.
Once Upon a Farm products are one the higher end of cost for baby food.
Eight pouches costs roughly $23.92 for our product. Whereas you could go to a
grocery store such as Walmart and pay $25.73 for a pack of 18 pouches. Some
people will see that difference and choose the pack that has more pouches at just a
few more dollars. However with the target audience, millennial parents in San
Francisco, they would stay with Once Upon a Farm. This is because while they
might be getting less quantity of food for the cost, they will be getting a better
quality of food. Millennial parents who care about the kind of food that they are
feeding their children, and can afford it, will have no problem paying a little more
for healthier options.
o How Consumers Buy Company’s Products- Consumers of Once Upon a Farm
are able to buy their products both online and in some stores. You are able to buy
directly off the website in the SHOP/ OUR FOOD section. There are four stores
in the San Francisco area where you can also buy some Once Upon a Farm baby
food. These stores include Berkeley Bowl West; Berkeley Natural Grocery
Company; Nob Hill Foods and Raleys. I choose to look more in the San Francisco
area because that is where most of my target audience lives.
6. Once Upon a Farm does sell their products throughout the whole United
States. You can find this information on the Once Upon a Farm website by going
to the WHERE TO BUY page and searching what city you would like. According
to the TechCrunch article you can also buy Once Upon a Farm baby food in some
Whole Food Market stores, Wegmans and Kroger’s among other grocery stores.
Target Audience: Millennial Parents in San Francisco
o Psychographic Elements of Millennial Parents- According to the Organic
Trade Association article almost twenty-five percent of American Millennials are
parents, and that within the next 15 years about 80 percent will become parents.
Millennials, whether parents are not, are the biggest buyers of organic food. The
article says that becoming a parent will only increase that want for organic food.
If the Millennial does not want to put harmful processed food into their bodies,
then they will not want to put the harmful food into their children’s bodies.
As more and more Millennials shop for organic food, the organic food
market will only get stronger and more available for them. The Organic Trade
Association article made the connection that sometimes we feel that feeding our
kids organic healthy food will make us become a better parent. They also stated
that the main motivator for Millennials when choosing food is healthy and
nutritious, the next being if the food is organic or not. Millennials are the first
group to mainly shop for groceries online according to the Organic Trade
Association article, especially to the older parents. According to the Millennial
Marketing article roughly 52 percent of millennial parents watch what their kids
eat.
The average Millennial will spend over seven hours a day on the internet
according to the eMarketing, Among Affiants Millennials spend the most time
online. Since most millennials spend a large part of their day online, it makes
sense to reach them there. This means to buy advertisements in areas online that
the millennials will see.
7. o Demographic Elements of Millennial Parents- The Millennial Marketing article
says that Millennials are ages 25-34 and about 10.8 million households that have
millennial parents in charge. A little over 60 percent of millennial parent
households are still married, 51 percent of millennials live in a suburban area.
Most of the millennial parents went to some or have a college degree and have a
median house hold income of $50,000. These percentages are all found in the
Millennial Marketing article.
According to the Chicago Tribune article while moms still do a lot of the
shopping, millennial dads are starting to put more effort into raising their child
and helping their counterpart. Since both of the parents are involved in the
decision of what their child will eat, I believe that we should target both male and
females for this product.
o Geographic Elements of Millennial Parents- I am targeting millennial parents
who live in San Francisco because of the Scarborough Super Greenie report. This
report shows that the highest amount of millennials that buy organic live in San
Francisco. When you draw conclusions you know that if they buy organic for
themselves they will more than likely buy organic for their kids. Thus it makes
most sense to be targeting millennial parents that live in San Francisco.
o How Target Aligns with Once Upon A Farm Offerings- Millennial parents
who live in San Francisco will be likely to purchase Once Upon a Farm products.
This is because the morals of the company match a lot with many of those
millennial parents. Both Once Upon a Farm and the parents care about what they
children are eating. They want the kids to eat healthy food that will help them
grow more than harm them. Both want the kids to grow eating healthy things so
the kids will continue to eat healthy things well into adult hood.
8. Another reason why many millennial parents should choose to get the
food for their baby at Once Upon a Farm is that this company also cares about the
environment. Studies shown that a lot of millennial parents have said that after
they have become a parent they seem to want to leave the earth as a cleaner place
for their children. Many things that millennial parents are searching for in not
only the actual food for their babies but in also the company match up to what
Once Upon a Farm is. This make millennial parents and Once Upon a Farm a
great duo.
The average household income for the millennial family is $50,000. The
cost of Once Upon a Farm products might not match up to the budget that all
millennial parents have. Since this could be a problem, Once Upon a Farm would
have to focus on the higher end of that income. While it would be nice to adverse
to all millennial parents, we are not made of money. Having the focus of the ads
be toward the millennial parents with higher income, we will be saving money.
Instead of spending money to show people our product when they would not see it
as something they could practically do.
Media Plan Recommendations
Magazine Recommendations:
Magazine Name: M Magazine
Rationale: The main reason why I chose this magazine to buy from is
because it was the one given to us in class. M Magazine’s readers fit
inside my target audience for the most part. The median age of the readers
is a little high to be considered a millennial but it hits all the other parts of
my target audience. M Magazine reaches millennial parents in the Sa
Francisco area and the median income of the readers is $268,000. This
works for my target audience because the Once Upon a Farm products are
on the more expensive side, so the buys need to have money to spend on
organic baby food.
9. One of the main themes of this magazine is food with a little
parenting thrown in. This will cause the reader to begin thinking about
food, and then they could start thinking about not only food for themselves
but also their children. If an ad for Once Upon a Farm is placed inside of
M Magazine people will see it while they are reading and then later when
they think about shopping they will remember the ad. M Magazine is
distributed only in San Francisco. Because the target audience lives in the
San Francisco area this magazine works well to advertise in.
Months: I believe that the best months for this ad campaign would be
January, February and March. I decided on these three months after doing
a little research. I googled what month out of the year generally has the
highest birth rate. After looking at a report from Live Science called In
Which Month Are the Most Babies Born?, I found that August usually has
the highest birth rate. I then looked into five months ahead, which is
January. I chose to go five months ahead because Once Upon a Farm starts
selling food for the baby at five months.
I thought about starting the campaign in December to get the
parents to start thinking about what they will be feeding their kids soon. I
decided against doing so though, I thought that in December a lot of
parents would be more focused on what they might be getting their child
for Christmas. By starting the campaign five months after the United
States highest birth rate month, it gives Once Upon a Farm the chance to
almost become part of the family.
Ad Size, Position and Cost: For M Magazine I have decided to get a
quarter page ad and to run it 6 times throughout the three months. I know
that a quarter page ad is the quiet way to go and is not really in your face,
however I thought with M Magazine it would be good to get two ads for
each month of the campaign. With the pricing of their ads I would not be
able to afford to get a bigger size than a quarter page and stay within the
budget along with everything else. The price for one quarter page ad was
$2,268 and the overall cost for M Magazine is $13,608.
10. For the position of this magazine I have decided to just get an ad
on the inside. This magazine does work well with the target audience it is
not completely perfect, so I do not want to spend too much of the budget
for the campaign on these few ads. I found the pricing for the M Magazine
ads in the packet that was given to us during class. The target audience fits
in with M Magazine for the most part, the only part that does not fit in
with millennials from San Francisco is the median age. How my target
audience fit in with the magazine’s readers is the reason I chose to get six
ads in the three months.
CPM: The cost per thousand reader for six quarter sized ads in M
Magazine is $18.14. Compared to other magazine’s that I picked this has
the lowest cost per thousand reader. With the CPM of all the media types,
magazine is where I spent the most money per a thousand viewers. I chose
to spend the most to get magazine views for many reasons. The main
reason that I choose to spend more money in this area is because
magazines last for a long time. The shelf life of a magazine is generally
one whole moth, whereas TV ads last thirty seconds and google keyword
ads also do not last as long. Magazines are bought by one person but are
usually passed around and read by many people, this allows the ads to be
seen more. In stores many people will also stand there and look through
the magazines without actually buying one, because of this Once Upon a
Farm would be getting almost free advertising.
11. Magazine Name: Baby & Toddler
Rationale: Baby & Toddler focus on more of the parenting side of the
magazines. Throughout each of the issues they also have recipes to help
lead a healthier life style. Baby & Toddler would be a good place for Once
Upon a Farm to place an ad. Millennial parents are some of the first to
really rely on outside forces to show them the ropes of parenting. Since
they are looking at different places to help them learn what to do, choosing
to put an ad in a parenting magazine that also talks a little about food is a
good option.
While the parents are being shown how to take better care of their
children, they will think about the food they feed them. They will start to
wonder if the food they feed their children is truly healthy and question
how they might be able to feed them better. Then they see an ad for
organic baby food, and while its labeled as baby food they see that it is for
children up to 18 months.
If a parent buys this magazine that means they have a child who is
a baby or a toddler, or will soon. So if we place an advertisement here we
would not be wasting money on showing a parent who has an older child.
Those who read this want to learn more about bettering the lives of babies
or toddlers. One of the things they are sure to think of is food, making this
almost a golden platter for Once Upon a Farm to place an ad.
Ad Size, Position and Cost: For the Baby & Toddler magazine I have
decided to go with three half page ads over the course of the campaign. I
decided to half page ads because I felt like this magazine really spoke to
fit in with our audience. While a full page ad was considered, I decided
that to stay within the budget and placing an ad in all three months, it
would be too much. The half size ad may not completely scream out to the
reader, but it will still catch their eye as they look through the pages.
12. According to Baby & Toddler magazine’s online media kit the cost
for one half page ad is $36,060 making the cost to buy three half page ads
to be $108,180. Choosing to spend a little under half of the budget here
could be considered a risky move, since the focus on Baby & Toddler is
not completely organic food. However I think that it is one that will pay
off greatly. Parents who are looking for advice on how to raise their babies
and toddlers will see the Once Upon a Farm ad and know that they should
be feeding their children our products.
Buying three half size ads in the Baby & Toddler magazine will
not be like putting all the eggs in one basket. Rather it will be raising the
chances to get a higher response to the target audience.
CPM: The cost to reach every thousand reader for Baby & Toddler is
$36.06. This is much larger than the CPM for M Magazine, but is only a
few dollars more than the CPM for the Martha Stewart magazine.
The CPM is much larger for Baby & Toddler than M Magazine
because Baby & Toddler is not just for the San Francisco area. While I did
search for another magazine that was only in the San Francisco area that
still fit in with the target audience, I found it next to impossible.
Since the location is much larger, the CPM will also be larger.
When you take this into factor I do not find the CPM to be a problem at all
for Baby & Toddler. Since the magazine fits very well with the target
audience it makes sense to pay a little bit more so that the right people will
see the ad.
13. Magazine Name: Martha Stewart
Rationale: When looking for places to put the Once Upon a Farm ad I ran
into the Martha Stewart magazine average reader’s profile. While first
reading the information about the average reader I did not know what
magazine specifically I was looking at. I believe this was a good thing
because otherwise I would have had some biased opinions to choosing
this. According to the Martha Stewart marketing webpage, the median
house hold income for the readers is $73,913. This is higher than the
median house hold income of the target audience, however we are trying
to reach the higher part of the target median so this is okay.
On the same page it also gives percentages about the readers. It
says that almost 90 percent of the readers say that the Martha Stewart
living aligns with them and their lifestyle. It also says that 98 percent of
their readers look to this magazine for recipes and cooking ideas. Since we
are targeting millennials who are interested in organic food, this magazine
makes sense.
While this magazine is not distributed only in San Francisco, it still
makes sense for Once Upon a Farm to buy an ad here. There are many
millennial parents that have a high income and are interested in organic
food who read this magazine and interact with it.
Ad Size, Position and Cost: For the Martha Stewart magazine I
recommend that we buy one 1/3 page sized ad throughout the campaign.
While this magazine does fit well with the target audience, it is much more
toward the higher end. There is a great potion of our target audience who
will be seeing this ad, but there will be a few that do not. Because of this I
believe that a third page ad will do us good.
14. The position of this ad should be in the inside more towards the
front. If you place the ad near some recipes, then the reader will already be
thinking about food and when they see the advertisement they will see that
Once Upon a Farm is a good chose to feed their children. Since healthy
eating would already be in their mind, this will show them a way they can
eat healthy while not taking too much time.
The cost for one third page sized ad is $70,600 and since we are
only buying one, the total cost for the Martha Stewart magazine
throughout the campaign is the same.
CPM: For the Martha Stewart magazine the cost to reach a thousand
readers is $34.44. This CPM is in the middle for the three magazine ads.
Since this magazine is printed in the whole United States, so the CPM will
be a little more than the one that is just printed in San Francisco. Since this
magazine reaches the higher income side of our target audience, I find
paying $36 for every thousand buyer is worth it.
Magazines considered
There were two more magazines that I did considered but decided against in the
end. One of those was Fit Pregnancy, at first this seemed like a good options. But after
looking more into their readers I decided that the main readers of this magazine do not fit
completely with Once Upon a Farm’s target audience. They may have some similarity
but not completely.
The other one that I looked into was Parent magazine. This one also seemed like a
really good choose. While I believe that their average reader does line up with our target
audience, buying an ad from them would blow the budget. The goal is to get people to
buy our products. If we were to buy an ad in the Parent magazine, it would not be a
complete waste of money it just would not make much financial sense. One
advertisement in this magazine would be close to a third of the budget. By not buying an
ad in this specific magazine we are able to spend that money else way in ways that more
than likely more significant in reaching our target audience.
15. Magazine Placements
Magazine
Name Ad Size
Ad
Position
Number
of
Insertions
(Ads) Cost Per ad
Total
campaign
cost
Circulation
(000) CPM
M Magazine 1/4 page inside 6 $ 2,268 $ 13,608 125 $ 18.14
Baby & Toddler Half page inside 3 $ 36,060 $ 108,180 1000 $ 36.06
Martha Stewart 1/3 page inside 1 $ 70,600 $ 70,600 2050 $ 34.44
Magazine
Totals/Avg. 10 $ 108,928 $ 192,388 3175 $ 29.55
Magazinesconsideredbutnotused
Magazine
Name Ad Size
Ad
Position
Number
of
Insertions
(Ads) Cost Per ad
Total
campaign
cost
Circulation
(000) CPM
FitPregnancy half page inside 3 $ 4,598 $ 13,794 136 $ 34
Parents 1/3 page inside 2 $ 97,600 $ 195,200 2,200 $ 89
Television Recommendations:
Television Show: The Organic Life
Rationale: I believe that Once Upon a Farm should think about placing an
ad during the Organic Life episodes. The show shows different sides to
organic farming through the life of a farming couple. I think this is a good
show to pick because it gives information, has a little humor and can draw
people in. Our target audience as millennial parents who live in San
Francisco, would watch this show.
In every episode they talk about organic food, placing our organic
baby food pouches right in the middle of that just seems to make sense to
me. The audience will already be thinking about organic food, learning
more about it and this may cause them to think about what they are
feeding their children. By placing an advertisement in the middle of this
we will be getting them in almost the perfect mind set.
16. Number of Ad Insertions: The show Organic Life airs on Sunday,
Wednesday and Fridays. The total number of ad Insertions for the
campaign is going to be 65. I decided this would be a good number
because Sunday and Fridays there will be two ad insertions during the
episode and then on Wednesdays there will be one ad insertion. I decided
to do this because according to Grocery Shopping Statistics article on
credit donkey, the busiest days to shop are Sunday and Saturday. By
placing two ads on Friday, the night before a great deal of people shop it
will keep our product fresh in their mind. When they see it on Sundays it
will remind them to pick some up while shopping after Sunday brunch.
I believe that doing two ad insertions on Wednesdays would be
silly. People do shop in the middle of the week, but not as much. By
placing one ad during the middle of the week we are able to refresh the
minds of the audience so they are thinking about us throughout the entire
week rather than only while they are shopping. I do not think this is a
waste of money at all. This keeps Once Upon a Farm constantly in the
minds of the target audience and allows us to feel more like family to
them, rather than just something they eat.
CPM: The cost to reach a thousand viewers of the Organic Life show is
$13.21. For a television show, this is not bad at all. The cost to reach the
people is low and that is good for business. It means that we are able to
reach out to the people we want to at a small cost.
The ratings of the two shows are different but the cost to reach a
thousand viewers is that same for both of them. Television is a good place
to buy advertisement, because the CPM is so low. It makes it an effective
way to reach out to many people.
17. Television Show: Parenting Playbook
Rationale: The show Parenting Playbook is a good place for Once Upon a
Farm to place an ad. This show gives information to parents about how
help give their kids a healthier life style. The episodes will put the target
audience into the right mind set for our advertisement. Showing them how
to be better parents will cause them to want to become one. What better
way for them to show that they care about their kids than feeding them
organic food. This is where we come in, by placing an advertisement
during these episodes we will be given them a chance to act on that want
to become better parents.
Millennials are more likely to have the television playing in the
background. While they might not have their undivided attention on the
episodes, part of their brain will still be actively listening whether they
mean to or not. Since this is happening they will be listening to the show
talk about how to be a better parent, and then when they hear an ad about
organic baby food, they will pay attention in order to learn more about to
feed their children healthier.
Number of Ad Insertions: Parenting Playbook is on the air Tuesdays and
Thursdays. I have decided to buy two slots per episode throughout the
entire campaign. By repeating the advertisement many different times
throughout the campaign we will be kept in the mind of the viewers. This
means that throughout the entire campaign there will be 55 insertions in
the Parenting Playbook.
CPM: The cost per a thousand viewers for the Parenting Playbook
television show is $13.21. This seems to be the CPM for most of the
television shows. I think this is because the shows that line well with the
target audience are not the most popular shows around. Having this as the
average CPM is a good thing, it shows that we area using the money
wisely to send out our message to the people that care about what we have
to say. It means that we are not wasting money by showing our message to
those who do not care about it.
18. Television Programs Considered:
The Organic Panic television show was very misleading. When I first saw the title
and the pictures for this show I was very convinced that this would be a good place to put
the advertisement. The cost was decently priced and the CPM was the same as the others.
I then started looking more in depth about this show and saw how terrible it is for our
message. After watching a couple minuets you will be able to tell that they are actually
against organic food and are trying to debunk it. Placing an ad during these episodes
would be a major waste of money.
Television Placements
TV Program Rating
Rating
%
TV HH in
Market
HH Viewing
program
# People
/HH
Total
Viewers
(000)
Cost per
point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(viewers)
The Organic Life 0.6 0.6% 2,488,090 $ 14,929 2.5 37.32 $ 822 $ 493 65 $ 32,058 $ 13.21
Parenting
Playbook 0.7 0.7% 2,488,090 $ 17,417 2.5 43.54 $ 822 $ 575 55 $ 31,647 $ 13.21
All TV
totals/AVG 120 $ 63,705 $ 26.43
other shows considered not used
Tv Program Rating
Rating
%
TV HH in
Market
HH Viewing
program
# People
/HH
Total
Viewers
(000)
Cost per
point
(CPP)
Cost per
:30 ad
No. of
Insertions Total Cost
CPM
(viewers)
Organic Panic 0.8 0.8% 2,488,090 $ 19,905 2.5 49.76 $ 822 $ 658 57 $ 37,483 $ 13.21
19. Google Keyword Recommendations:
Keyword List: Organic Baby Formula
Best Baby Formula
Homemade Baby Food
Natural Baby Formula
Organic Baby Products
Baby Food Pouches
Parenting Tips
Good Parenting
Baby Food Recipes
Baby Formula Ingredients
Rationale: I chose to have ten different keywords. Part of the number
choose was because the minimum we could have was ten, the other was if
I wanted to have Once Upon a Farm buy a decent number of clicks than I
would not be able to choose more than ten keywords to fit in the budget
given to me.
To find out the pricing for the keywords I decided to take the
lowest part of the range and add fifty cents to it. I decided to this because,
while paying towards the lower end of the range will get you a lower spot
on the page I think adding fifty cents will bring it somewhere more
towards the middle. If we wanted to have the very first one on the page
than getting ten keywords would be a little out of reach for the budget.
However paying in the middle rang will allow us to be able to buy ten
keywords and many clicks to go along with them.
20. Google SERP
keyword ads
Google Keyword-basedads
Cost per
Click (CPC)
Total Clicks
per Month
Number of
Months
Total
Clicks Total Cost CPM (CPC)
OrganicBaby formula $ 5.28 350 3 1050 $ 5,544 $ 5,280
BestBaby Formula $ 8.38 124 3 372 $ 3,117 $ 8,380
Homemade BabyFood $ 2.02 155 3 465 $ 939 $ 2,020
Natural Baby Formula $ 2.40 115 3 345 $ 828 $ 2,400
OrganicBaby Products $ 1.30 155 3 465 $ 605 $ 1,300
Baby FoodPouches $ 3.29 125 3 375 $ 1,234 $ 3,290
ParentingTips $ 3.49 95 3 285 $ 995 $ 3,490
Good Parenting $ 1.24 103 3 309 $ 383 $ 1,240
Baby Food Recipes $ 2.50 100 3 300 $ 750 $ 2,500
Baby FormulaIngredients $ 4.72 110 3 330 $ 1,558 $ 4,720
Google Totals/Avg 4296 $ 15,952 $ 3,462
Strategy Thoughts-
Media Benefits: When you look at the overall budget, you will notice that I spent
the most amount of money in the magazine platform. I did this because I thought
magazines would be the best way to reach our target audience of millennial
parents who live in San Francisco. While millennials do spend a lot of time on the
internet, they tend to read magazines almost daily. While not all of them may
purchase one magazines are still seen as very popular to this age group.
Unlike the other two media platforms, magazines have a long shelf life.
With television ads, they are gone within thirty seconds. Google keyword ads do
not tend to stick around for a while either. However magazine stay relevant for at
least a month, sometimes longer. Because they have a longer shelf life, more
people have the chance to see the things inside of the magazine. Therefore more
people are likely to see the ads inside of them. This allows you to get more views
for the same cost.
21. Magazines are used in many different ways. People will stand in stores
and read through them. Most doctor offices have at least a few in them. Many
friends and families will pass them along each other. Quite a few magazines even
have the option to view the issues online. Since there are many uses of magazines
and people have the tendency to pass them around, buying an ad inside them can
get you more than what you paid for. It is basically free viewership.
Another good things about magazines is how the ads look in them.
Magazine paper is very high quality. If the paper is high quality then the things
that are printed on them will also look better. While ads on the television can be
more interactive, they usually do not look as nice as magazine ads. The simplicity
of magazine ads will catch a lot of people’s eyes- especially the target audience
for this campaign.
Budget and CPM: For this three month campaign the complete budget was
$250,000 to $275,000. With all the placements and ads that I bought we came
close to the high end of the budget at $274,995. I believe that the money Once
Upon a Farm will spend to get their name out is used very efficiently in this plan.
Every penny spent is focused to reach the companies target audience. Nothing is
spent to reach people outside of the group. By spending this much money, the
name Once Upon a Farm will be more known in the community of our target
audience.
While there is next to nothing left over, I believe that the funds that are
getting put out is worth it. Millennial parents who care about feeding their young
child organic food will be able to learn more about Once Upon a Farm and choose
to get food for their child with us. The areas that we are spending the money will
allow the parents to find more about us.
22. The overall CPM for this campaign is $81. This is without the google
keyword search CPM added in. I left the google keyword CPM out of the average
because it would skew it to the extreme. When you look at the cost per thousand
people you will see that the money in the budget is being used correctly. The
amount of people we will be reaching is low and we will not be paying a ton of
money to reach them. The main goal of this campaign was to reach many people
for a low cost and believe that with the way we spent the money, that goal was
achieved.
23. Works Cited
Channick, Robert. Dads spend more than moms shopping, survey says. Chicago Tribune,
June 15 2015, http://www.chicagotribune.com/business/ct-dad-shoppers-0616-biz-
20150615-story.html
Fromm, Jeff, The Millennial Generation Becomes Parents, Millennial Marketing, March 9 2018.
http://www.millennialmarketing.com/2013/07/new-research-the-millennial-generation-
becomes-parents/
Lake, Rebecca. Grocery Shopping Statistics: 23 fun size facts to know. Jan 6 2016,
https://www.creditdonkey.com/grocery-shopping-statistics.html
Loizos, Connio. The organic baby food wars heat up. Tech Crunch, Sep 12 2017,
https://beta.techcrunch.com/2017/09/12/the-organic-baby-food-wars-heat-up/
Media Buying. Among Affluents, Millennials Spend the Most Time Online. Oct 19 2016,
https://www.emarketer.com/Article/Among-Affluents-Millennials-Spend-Most-Time-
Online/1014618
Media Kit. New Parent- Baby & Toddler. Mar 18 2018, http://newparent.com/advertising/baby-
toddler-magazine/rates-closing-dates
Melina, Remy. In Which Month Are the Most Babies Born? July 27 2010,
https://www.livescience.com/32728-baby-month-is-almost-here-.html
Monaco, Emily. Once Upon a Farm Gives Parents the Best in Organic Baby Food,
Organic Authority. http://www.organicauthority.com/once-upon-a-farm-knows-how-to-
give-parents-the-best-in-organic-baby-food/
Once Upon a Farm, 2018, https://onceuponafarmorganics.com/
Parents. 2018 Closing Dates- National Rates Mar 16 2018, http://parentsmediakit.com/rates-
dates#national-rates
24. Scarborough Report screenshot
Stewart, Martha. Living Magazine- Media Kit. March 20 2018,
http://marthastewartmarketing.com/rates-and-dates#advertising-rates
Stewart, Martha. Living Magazine- Audience Research. March 20 2018,
http://marthastewartmarketing.com/rates-and-dates#advertising-rates
Zap2it, Tv Listings. Eastern Default Lineup March 26 2018,
https://tvlistings.zap2it.com/?aid=gapzap
