The document provides details on a proposed media plan for Once Upon a Farm to target millennial parents in San Francisco. It recommends magazine and television placements totaling $258,009 over 3 months. For magazines, it recommends full-page ads in M Magazine for $17,094 and EcoParent for $7,800. For television, it recommends ads on the shows Organic Panic for $146,544 and b.Organic for $42,336, which have CPMs of $49.08 and $22.05 respectively. The plan aims to promote Once Upon a Farm's organic baby food to health-conscious, high-income millennial parents in San Francisco as the target demographic.

1. Introduction
Target’s Psychographic Summary
 Feedorganicfoodto kids
 Eat organic
 Parentswhowantto eat healthy
 Want to be a betterparent
 Likesgroceryshopping
Target’s Demographic Summary
 Gender:Men andwomen
 Marital/FamilyStatus:Parentsof children5monthsto12 months
 Age range:Millennialsaged18-35
 Householdincome:$50,000 +
Target’s GeographicLocation: San Francisco,CA
I am preparinga mediaplanforOnce Upon a Farm to have a three monthcampaign,the monthsof
September,OctoberandNovembertargetingmillennial parentsinSanFranciscowholike toeat
organically.Inthiswe will discussthe magazines,the televisionshows andthe google search
advertisementswe will advertise.Ihada total spendingcostof $275,000.

2. Organic Food Industry: Accordingto TechCrunch.com “The organicsectorisexperiencingespecially
stronggrowth,withsalesjumping26 percentbetween2013 and 2015, comparedwithnon-organicbaby
products,whichsank6 percent.”Thismeansthatthe organic babyfoodindustryisgrowingat a rapid
rate,meanwhile non-organicisfalling,justwithinthe pasttwoyears.One of the reasonsthat many
parentsare switchingtoorganicbabyfoodisbecause “70 percent(of parents) saidthey’ve switched
brands,oftenforhealthreasons”(Loizos).TechCrunch alsostatesthatorganicbabyfood“pasteurizesits
organicfruitsand veggieswithoutthe use of chemicalsornutrient-depletingheat”.So,eventhough
organicbaby foodstill hasa longway togo, it still hascome a verylongway inthe few shortyears.
Once UponA Farm Company Profile
 Purpose,Missionand History “Our missionistonurture our children,eachother,andthe earth
inorder to passalonga healthierandhappierworldforthe nextgeneration” (Once UponA
Farm).Once Upon A Farm isonly2 yearsold,and ithas three doctors whowork onthe baby
foodto make sure that it isnutritiousandhealthyforbabies.The OnceUpon a Farm website
alsostates“It is our visiontoprovide asmanychildrenaspossible withthe besttasting,most
Media Buy Overview
Media Vehicle Total Cost CPM
Magazines
MMagazine 17,094$ 45.58$
EcoParent 7,800$ 52.00$
Magazine Totals/Avg 24,894$ 48.79$
Television
Organic Panic 146,544$ 49.08$
b. Organic 42,336$ 22.05$
TV Totals/Avg 188,880$ 35.57$
Google Search
Google Totals/Avg 44,235$ 5,088$
Totals 258,009$ 42.18$
*Average CPMdoes not include Google SERP ads

3. nutritiousandhighestqualityfoodpossibleutilizingsustainablemethods.Youwill neverfind
addedsugars,preservativesoringredientsyoucan’tpronounce inourfoods.”Once Upona
Farm wantsto make sure that everybabyeatshealthy,since 2015 theyhave made cold-
pressed,organicbabyfoodandapple saucesthatparentspreferoverthe processed,shelf-table
alternatives.Theiroverallmissionistobe the leadingorganicfamilyfoodcompanythat
supportseffortstodrive positivesocial change andfoodjustice forthe benefitsof parentsand
kids.
Overall,Once Upona Farm wantsto ensure thatbabieswill be healthywitheveryfoodthey
eat.Once Upona Farm firststartedwhenownerCassandraCurtisattemptedtomake all of her
daughter’sfoodathome from organicproducts (Monaco).Since then,Curtislaunchedherown
companywiththe helpof some friendsandthe companyhasbeengrowingeversince.
 Baby FoodProducts: Once Upon A Farm offers5 baby foodproductsforbabies5 monthsand
older(Stage 1).Stage 2 includes4baby foodproductsaged7 monthsandolder.9 monthsand
older(stage 3) include 5 babyfoodproducts.Lastly,stage 4 includes18 monthsandolderand
has one varietypackthat includes3flavors.The productline hastwelve total organicbabyfood
flavors.The cost forthe baby foodproductsis$2.99 per pouchand will cost$23.92 foran 8
pack. But,if the consumerwantstodo a subscriptionof the pouches,thenitwill onlycost$2.49
and will come ina 24 pack. Comparedtoregularshelf bought babyfoodthatyoucan buyat
Walmart thisisprettyexpensive.Forinstance,atWalmartyoucan buyGerberjar for $1.39. Or,
youcan buyan 8 countfor $4.96. But,Gerberis notorganic and itis processedthroughtheir
factory.
Once Upon a Farm usesHPP technology,whichishow itcold-pressestheirjuice products.This
processimprovesthe nutrientprofileandalsomakesforbetterflavorsanda lowersugar
contentbecause the productsare not heatedtohightemperaturesthe natural sugarsinthe
fruitsandvegetablesare able tonaturallycome out,because theyare notcondensed.
Once Upon a Farm also usedeco-friendlypackagingfortheirbabyblends.There are alot of
greenoptionsthatcome out of Once Upona Farm’spackaging,forinstance once the babyis
done withthe packaging,insteadof throwingitaway,youcan recycle it. Parentswill have to
requestarecyclingenvelope,once theyreceiveittheycanfill itupwiththe pouchesand mail it
back and Once Upon a Farm will sendittoTerraCycle andtheywill recycle itforyou.Plusit’s

4. free of charge. Theyalso have some othergreenoptions,shippingboxescome incardboardand
can easilybe recyclednomatterwhere the receiveris.Plus,theyalsohave ice packsthatcan be
reused,if the ice packendsup breakingyoucan still recycle itwherever#4plasticfilmis
accepted.
 How ConsumersBuy Company’sProducts: All of Once Upon a Farm’sbaby foodproductsare
nowavailable onAmazon.Accordingto OrganicAuthority “Once Upona Farm productsare
currentlyavailable incertainWholeFoods,Fairway,Hy-Vee,andKrogerstores aswell asonline”
(Monaco). There are also5 grocerystoresinthe SanFrancisco areathat have baby food
productsin stock.San Franciscoisparticularlyimportantsince thatiswhere ourtargetaudience
is. The babyfood pouchesare locatedinthe refrigeratorsectioninthe babyfoodaisle. Plusyou
can alsobuy the pouchesonOnce Upona Farm’swebsite.
Target Audience:Millennial ParentsinSan Francisco
 Psychographic ElementsofMillennial Parents AccordingtoOrganic Trade Association(OTA)
“millennialsare the largestconsumergroupinthe UnitedStates,andthey’re choosingorganic”.
OTA alsosays“Millennial parents- parentsinthe 18 to 35 yearold age range- are now the
biggestgroupof organic buyersinAmerica” (McNeil).OTA alsostatesthatthe reason
Millennialsare nowchoosingorganicisbecause it“isdrivenbya strong beliefthatselecting
organicfor theirfamilymakesthemabetterparent”.Thisproductcan alsobe boughtonline
throughAmazonand alsoOnce Upon a Farm’s website.OTA states“More Millennialsshopfor
groceriesonline thanolderparents(40percentvs.30 percent)…attitudesregardingonline
groceryshoppingpointtoa brightfuture for organic…Thissuggestthat online shoppinghas
strongpotential forincreasingorganicconsumptionamongU.Sfamilies” (McNeil).Overall,
millennial parentswanttheirkidstoeatorganic,because ithelpsthe parentsthinkthattheyare
providingahealthierlifestyle fortheirkidssince theyare eatingorganic.Plus,parentswhatto
make the planethealthierfortheirkids,sothe fact thattheycan recycle Once Upona Farm’s
pouches,makesthe productevenbetter.
 Demographic ElementsofMillennial Parents:Accordingto Millennial Marketing millennialsare
adultsaged25-34 whohave a medianincome of 50,000 and whohave childrenlivingwiththem.
63% of millennialsare marriedand10.8 millionmillennialshave children. So,I’mtargeting
millennial parentsaged25-34 who have childrenbetweenthe agesof 5 monthsand 12 months

5.  GeographicProfile:Iam targetingmillennial parentsinSanFranciscobecause accordingtothe
Scarboroughreportgiventous in class17% of the local market fororganic babyfoodconsumers
live inSanFrancisco.
 How Target Alignswith Once Upon A Farm Offerings:Ithas beenobservedthatmillennial
parentswantto eat healthyandtheywanttheirkidstoeat healthy.Plusthe parentswithahigh
income can affordmore expensivebabyfood.
MediaPlan Recommendations
Magazine Recommendations
Magazine Name: M Magazine
 Rationale:M Magazine is a regional magazine thatsells125,000 magazinesinthe San Francisco
regions.EventhoughOnce Upona Farmis expensive,itmixeswellwithpeople whobuythis
magazine because the medianincomeis$268,000. This magazine wasalsogiventome,so I had
no choice butto use it. But,it fitsthe targetaudience verywell,because babyfoodwill fitin
reallywell withall the recipestheyhave.
 Months- The advertisementswillbe run duringSeptember,October,andNovember.Ichose
these monthsbecause inSeptemberthe Fall HealthIssueissentout.Alsoincludedinthe fall
heathissue isan article aboutafterschool snacks,whichwouldwork greatforthe client.Even
thoughOnce Upon A Farm isfor babiesaged5-12 months,thiswouldstillbe anideal time to
advertise,becauseparentswhoare readingthismagazine couldhave school agedchildrenalong
withbabies. Yet,anotherreasonIchose these monthsinspecificallyisbecause inNovember
theyhave a ThanksgivingDiningarticle,whichwill workgreat.Because while parentsare
thinkingaboutwhattheyare goingto be makingfor Thanksgiving,theywon’thave toworry
aboutthe babybecause theyhave flavorssuchas“Sweetas Apple Pie”andayam flavor.So,
that waythe babywill be able toenjoyThanksgivingaswell.
 Ad Size,Position,and Cost- For M Magazine,I boughta full page inside of the magazine.The
cost perad was $5,698 but multiplythatbythe three timesthatwe will be insertingthe ad,and
the total is$17,094. I originallyhadhalf apage,but afterbuyingSERPads, I still hadquite abit
of moneytospend,soa lot of that moneywenttowards buyinganentire page inMMagazine.It
was definitelythe rightdecision,because MMagazine isonlydistributedin

6.  CPM: The cost perthousandfor M Magazine was$27.98, whichcomparedto EcoParent,it’sa
prettyreasonable price.Overall,comparedtotelevisionadvertisingaswell, thismagazine had
the secondcheapestCPM,rightbehindb.Organic.
Magazine Name: EcoParent
 Rationale: I chose EcoParentmagazine,because itfits the targetaudience.InEcoParent’smedia
kitit states“A typical EcoParent readerisa sophisticated,discerning,well-educatedmother,25-
45 yearsof age,dedicatedtoreducinghouseholdtoxins,eatingorganicallyandmaking
healthier,greener,lifestylechoicesforherfamily”.Inthe mediakititalsostates,“EcoParent
reachesa unique demographicof momsfarmore likelytopaya premiumtoensure ahealthy
householdfortheirfamily,andabetterfuture fortheirkids”.So,notonlydo EcoParentreaders
wantto make sure that theirchildrenare eatinghealthy,buttheyare willingtopaya premium.
Whichmeansmost of these readersare wealthiersince theycanafforda premium, andsince
Once Upon a Farm is a more expensive babyfood,thenitwill fitwiththe readers. Ialsobought
boththe UnitedStatesandCanada magazines,because itwasonlya$1,000 more to buy both
insteadof justbuyingthe UnitedStates,plusthiswayitwill be able toreachmore interested
buyers.
 Months: Thismagazine isonlydistributed4timesa year. The fall wouldbe mostvaluable to
advertise in,because thereisspecificallyapartin the fall catalogthat talksaboutfeedingand
meals,whichwouldbe perfecttime toadvertise forOnce Upona Farm. Notonlythat,but they
alsotalkabout a kitchendetox,whichwouldbe agreattime toadvertise because of how
everythingthatOnce Upona Farm offersis100% organic.
 Ad Size,Positionand Cost: For thismagazine,Idecidedtoadvertise afull page inthe magazine.
I couldtell thatthismagazine wasthe perfectfitforthe targetaudience,soI wantedto
showcase itas much as I could. AccordingtoEcoParent’smediakit,afull page ad inside of the
magazine forboththe U.S andCanada versionwouldcost$2,600.
 CPM: The total CPMis onlyslightlymore expensivethanMMagazine. EcoParentmagazines
CPMis $52, eventhoughit isslightly more expensive thanMMagazine,I thinkitwill reachmore
interestedbuyersthanMMagazine. Acrossall mediaplatforms,EcoParentwasthe most
expensive magazine tobuy.EcoParenthadthe mostexpensiveCPM,followedbythe Organic
Panictelevisionshow,whichtheirCPMisonlycheaperby92 cents.

7. TelevisionRecommendations
TelevisionShow:OrganicPanic
 Rationale: The televisionshow OrganicPanicchallengesthe global organicmovement.Meaning
it looksatall the organicfoodand comparesitto non-organicfood.ItasksquestionssuchasAre
organicfoodshealthier? Italsoputs“believers”inthe organicfoodindustryagainst“skeptics”
and theybattle itoutto see whichside ishealthier.Notonlythat,butthere isan episode
dedicatedtobabies.Itexaminesdifferenttypesof foodandtoysfor children.Thisshow alsohas
commentaryfromguestsrangingfromenvironmentalists,chefs,andbloggers. Thiswouldbe a
perfectprogramto air commercialsforOnce Upona Farm, because theysayon theirwebsite
that theywantto pass alonga “healthierandhappierworldforthe nextgeneration”.
 Numberof Ad Insertions:I couldnot findhow manydays thisprogramairs,but it isa thirty
minute televisionshow,soItook an educatedguessthatthiswould air5 days a week.Because
it isonlya thirtyminute show,Iwouldonlyadvertisetwice duringthe show,because if I
advertisedmore itwouldbe overkill.Thatmeans,thiswouldair twice every15minutes,which
isa moderate placement,butthisshow isinthe interestof the targetaudience.
 CPM: Comparedtothe other televisionshow (b.Organic),OrganicPanicisabout twice asmore
expensive.But,thatisalso because thisisa prime time show,while b.Organicisnot.Compared
to the magazines,OrganicPanichasthe secondmost expensiveCPM.
Media Plan for Once Upon A Farm
Prepared by Molly Gardner
4/2/2018
Magazine Placements
Magazine Name Ad Size Ad Position
Ad
Position
Number of
Insertions
(Ads)
Cost Per Ad
Total Campaign
in cost
Circulation
(000)
CPM
MMagazine Full Page inside 3 5,698$ 17,094$ 125 45.58$
EcoParent Full Page inside 3 2,600$ 7,800$ 50 52$
Average 4,149$ 24,894$ 175 48.79$
Magazines Considered but not used
Parents 1/3 page inside 3 97,600$ 292,800$ 2,200 44.36$
Pregnancy Full Page inside 3 1,250$ 3,750$ 110 11.36$
Baby & Kids 1/2 page inside 3 $2,195 $6,585 18 $121.94

8. TelevisionShow:b.Organic
 Rationale: b.Organic isan educational how-toprogramonhow to make yourownorganic food.
It coversfreshideasrangingfromhow to make yourhome greenertoeatinghealthier. Ithought
that thiswouldfitthe targetaudience because the targetaudiencewantstoeathealthier,eat
organic,and plus showeco-friendlyalternativestoeverydaylife activities.The show isalso
hostedbyMichele Beschenwhoisa entrepreneurwhodedicatesabusinessthatreconnects
people withthe desiretolive anatural,creative andorganiclifestyle.All episodesof thisshow
are alsoavailable online,soif someone likessomethingthatisdone inthe show,theycan watch
the how-toonthe website if theywanttorecreate it.
 Numberof Ad Insertions:I couldnot findhow manydays thisprogramairs,but it isa thirty
minute televisionshow,soItook an educatedguessthatthiswouldair5 days a week.Because
it isonlya thirtyminute show,Iwouldonlyadvertisetwice duringthe show,because if I
advertisedmore itwouldbe overkill.Thatmeans,thiswouldairtwice every15minutes,which
isa moderate placement,butthisshow isinthe interestof the targetaudience.
 CPM: I foundthatonly20,000 people watchthisshow,sosince I tookan educatedguess that
thisshowwouldbe broadcastedlate atnight.So, the CPMwas $22.05, whichis actuallythe
lowestacrossall mediaplatforms.
Google KeywordRecommendations:
 Keyword List: Organicbabyfood,baby foodpouches,bestorganicbabyfood,healthybaby
food,stage 1 babyfood,stage 2 babyfood,stage 3 baby food,organicbabyfoodpouches,baby
foodcompanies,babyfooddelivery.
Media Plan for Once Upon A Farm
Prepared by Molly Gardner
4/2/2018
Television Placements
TV Program Rating Rating %
TV HH in
Market
HH
Viewing
program
#
People/
HH
Total
Viewers
(000)
Cost Per
point
(CPP)
Cost Per
:30 ad
No. of
insertions
Total Cost
CPM
(viewers)
Organic Panic 0.5 0.5% 2,488,090 12,440 2.5 31 3,053$ 1,526.50$ 96 146,544$ 49.08$
b. Organic 0.5 0.5% 2,488,090 12,440 2.5 20 882$ 441.00$ 96 42,336$ 22.05$
AllTV Totals/AVG 24,881 51 1,968$ 983.75$ 192 188,880$ 35.57$

9.  Rationale: Forsome of the google searchkeywordsIboughtthe highestbidIcould.For
instance,fororganicbabyfood,babyfoodpouches,bestorganicbabyfood,healthybabyfood I
boughtthe highestbid.Ialsoboughtthe highestbidforstage 1 -2 baby food,because Iasked
the companywhichof theirpoucheswere the mostpopular.Asyoucan see,theysaidthat
OhMyMega Veggie andGreenKale &Apples.OhMyMegaisstage 2, so since itisone of the best
sellers,Iwantedtomake sure thateverybodycouldsee it,alongwithGreenKale andApples.
Out of curiosity,Ialsoaskedwhatkindof babyblendsMariahwouldrecommend,andshe said
Magic VelvetMango,andSo SweetPotatowhich are bothstage 1 baby blends,soIboughtthe
highestbidonthose as well.Overall,Iwantedtomake sure thatour clientwasverywell
representedinwhateverthe targetaudience searchedfor.So,twoof the lowestbidsIbought
were babyfoodcompanies andbabyfooddeliveries.Since Once UponaFarm is still abrand
newcompanyI thoughtitwouldbe prettyimportantto be shownif people searchbabyfood
companies.Ialsowantedtobuy the keyword“babyfooddeliveries”because,if youbuyitoff of
theirwebsite theywill sendittoyour door,and theyalsosell itoff of Amazon.
Media Plan for Once Upon A Farm
Prepared by Molly Gardner
Google AdWords Keyword - based Search Buys
Google Keyword-based ads
Cost Per
Click
(CPC)
Total
Clicks per
Month
Number
of
Months
Total
Clicks
Total Cost CPM (CPC)
organic baby food 5.93$ 1,000 3 3,000 17,790$ 5,930$
baby food pouches 6.88$ 500 3 1,500 10,320$ 6,880$
best organic baby food 8.03$ 100 3 300 2,409$ 8,030$
healthy baby food 5.68$ 100 3 300 1,704$ 5,680$
stage 1 baby food 2.02$ 1000 3 3,000 6,060$ 2,020$
stage 2 baby food 6.54$ 100 3 300 1,962$ 6,540$
stage 3 baby food 2.51$ 100 3 300 753$ 2,510$
organic baby food pouches 4.00$ 100 3 300 1,200$ 4,000$
baby food companies 4.29$ 100 3 300 1,287$ 4,290$
baby food delivery 5.00$ 50 3 150 750$ 5,000$
Google Totals/Avg 5.09$ 3,150 9,450 44,235$ 5,088$

10. Strategy Thoughts
 MediaBenefits Fromthispaper,I’ve learnedthatthe benefitsof magazinesare alotmore
straightforwardthanthe benefitsof televisionandGoogle. Forinstance,withmagazine ads,
theywill layitrightout and saythat theirmagazine will reachacertaindemographicof people,

11. reachinga certainnumberof householdsandsoforth.Magazineswill alsohave all the statistics
laidouton whoreceivesthe magazinesandhow muchyoucan expecttoget fromrevenue from
the magazines. Ialsohad to bounce backand forthbetweenafew magazines,becauseatfirstI
lookedmore towardsBaby& Kidsmagazine,butwithovera $100 CPM, I thoughtEcoParentwas
more on par withwhatthe targetaudience wanted,andBaby& Kidswasonlysoldinretailer
stores.
Withtelevisionadstheycanbe a little more difficulttofind.Ihadtrouble findingorganic
televisionshows,soIhad to settle forsome thatwere nolongeronthe air.For televisionads,I
had to do a little more researchonwhatthe targetaudience wants.Forme,itwas verydifficult
to findorganictelevisionshows,andevenshowsaboutparenting.Ithoughtthe twothat I
pickedreallyfitthe targetaudience well.
The most interestingadvertisementstobuywasdefinitelythe Google ads.Withthose
advertisementsyouwill reallybe able toconnectwithyourtargetaudience andwhattheywant.
That is whyI boughta majorityof the highestbidfora lot of my google searchengine ads,
because Iwantedto promote the companyas muchas I could.Plus,parentswill alwaysbe
searchingforhealthieroptionsfortheirkids,sothiswasa wonderful waytopromote the
business,andshowitoff comparedtoother organic babyfoodretailers.
 Budget & CPM: From thispaper,I’ve learnedthatthe costof ads reallydependsonhow many
people are viewingthe advertisementwill overallaffectthe CPM.Forinstance,Ireallywanted
to buyBaby & Kids.But,the overall CPMwas$121, and as I lookedmore intoit,Irealizedthat
EcoParentfitmore withthe target audience.Ialsothoughta lotaboutbuyingPregnancy,butfor
1/3 of an advertisementitwas$97,600, but whenyoumultiplyitbythree forthe monthsof ads
that itwouldappearwouldbe $292,800 whichwasalreadyoverthe budgetI hadfor the client.
But, the CPMfor Pregnancymagazine wasonly$44.36 whichwasprettyreasonable since it
reachedover2 millionpeople. Plus,itseemedoverall Magazine advertisementshadamore
expensive CPM.

12. Bibliography
TechCrunch.(2018). The organicbaby food warsheatup. https://techcrunch.com/2017/09/12/the-
organic-baby-food-wars-heat-up/[Accessed4Apr. 2018].
Once Upon a Farm. (2018). OnceUpon A Farm.https://onceuponafarmorganics.com/[Accessed4Apr.
2018].
OrganicAuthority.(2018). OnceUpon a Farm Gives ParentstheBest in Organic Baby Food.
http://www.organicauthority.com/once-upon-a-farm-knows-how-to-give-parents-the-best-in-organic-
baby-food/[Accessed4Apr.2018].
MillennialMarketing.(2018). NewResearch:“The Millennial Generation BecomesParents”| Millennial
Marketing.http://www.millennialmarketing.com/2013/07/new-research-the-millennial-generation-
becomes-parents/[Accessed4Apr.2018].
Borganic.net.(2018). b. organic.http://www.borganic.net/[Accessed4Apr.2018].