This document provides a media plan recommendation for Once Upon a Farm, an organic baby food brand. The target audience is millennial parents in San Francisco, CA with children aged 5-12 months and an annual household income of around $50,000. The plan recommends magazine, television, and Google search ads over 3 months targeting this audience. Specifically, it suggests ads in 3 magazines including M Magazine which is local to San Francisco. It also recommends ads on 2 television shows and 10 targeted Google search phrases. The total estimated cost is $274,990.

1. Jenna Kauzlarich
Intro to Advertising
3 April 2018
The Once Upon A Farm Brand and Millennial Parents
Introduction
Target’s PsychographicSummary
 The target audience believes organic food makes them a better parent.
 The target audience feels organic food is healthier for them and their family.
 The target audience enjoys shopping online for food.
Target’s Demographic Summary
 Gender: Male and Female
 Marital/Family Status: Parents of five month olds to 12 month olds. 63% married.
 Age Range: 25-34
 HH Income: Median $50,000
Target’s Geographic Location: San Francisco, CA
Summary:
My media plan is for Once Upon a Farm which is an organic baby food maker. They
make an organic baby food that is made with locally sourced food and made by using high
pressure processing technology. They package their baby food in pouches that are eco friendly
and recyclable. Currently the organic food industry is booming, especially in the baby food
sector. With my media plan I am targeting millennial parents in San Francisco, CA who want to
feed their child from age five months to eighteen months organic baby food.

2. For my media plan, I am recommending to do three magazine ads, to advertise in two
television programs and using ten Google SERP key phrases for a three month period. I am
recommending an extra magazine and spending most money on magazines because I feel that
they are the best thing to use for our target audience because they can be mailed to only the
target audience and they sit around and will be able to be viewed multiple times. I am
recommending we advertise in M Magazine, Sunset and Sunset: Bay Insider, Family Friendly
Food, and Pioneer Woman, while also having ten Google SERP key phrases.
Media Buy Overview
Media Vehicle Total Cost CPM
Magazines
M Magazine $ 17,094 $ 45.58
Sunset $ 84,010 $ 94.61
Sunset: Bay Insider $ 47,490 $ 111.59
MagazineTotals/Avg $ 148,594 $ 83.93
Television
FamilyFriendlyFood $ 44,100 $ 14.18
PioneerWoman $ 59,535 $ 14.18
All TVTotals/Avg $ 103,635 $ 14.18
GoogleSearch
GoogleTotals/Avg $ 22,760 $ 4,975.00
TOTAL /AVG $ 274,990 $ 98.11 *
*AverageCPM doesnot includeGoogleSERPads.
 Organic Food Industry
The organic food industry is booming especially in the baby food sector. It is projected that
the global baby food market could reach $76 billion by 2021. Many companies are jumping

3. on the organic baby food bus and sales have increased 26% while non-organic baby food
sales have fallen 6%. There are some larger brands already in the organic baby food market
like Plum Organics, Beech-Nut, Earth’s Best, and Ella’s Kitchen but there are also many start
up brands that are giving them competition and some that even deliver the food straight to
the doorstep. Big companies like Campbell’s and General Mills are also competing in the
organic food industry; they are looking for startups that they feel could make it big which
they should be able to find because there are startups happening everywhere. (Loizos). The
organic food industry is growing rapidly and there are few bigger companies but many
smaller ones who are looking to make a name in it, especially in the baby food sector.
 Once Upon A Farm Company Profile
o Purpose, Mission and History
Once Upon a Farm was started in 2015 by co-founders Jennifer Garner, John
Foraker, Cassandra Curtis and Ari Raz. Their mission is “to nurture our children, each
other, and the earth in order to pass along a healthier and happier world for the
next generation.” They specialize in organic baby food that is cold pressed and make
a line of applesauce (Once Upon a Farm). By cold pressing the baby food and using
high-pressure processing technology, it keeps essential vitamins, nutrients and
healthy bacteria in the baby food instead of killing them away from using high heat
(Monaco). They use eco-friendly packaging that is recyclable, uses less energy
during transportation and are BPA, PVC and BPS free. The baby food is made using
only organic whole foods in their natural state with no preservatives, concentrates

4. or processed purees. Their baby food also has less sugar in it because of the way it is
prepared which helps babies not have such a sweet tooth down the road (Once
Upon a Farm).
o Baby Food Products
Once Upon a Farm uses fresh locally sourced ingredients from 14 organic certified
farms on the west coast. The baby food is made by using High Pressure Process to
keep it as close to fresh farm food as possible. By using High Pressure Processing it
allows to keep flavors, aromas, colors, textures and nutrients of the food intact.
They use well-rounded recipes that are approved by moms and experts and they
include healthy fats that many baby foods leave out. Once Upon a Farm offers their
baby food in four stages: five month plus, seven month plus, nine month plus and
eighteen month plus. All pouches no matter what stage costs $2.99 per pouch that
comes in packs of eight costing $23.92 plus shipping. There is an option to subscribe
which includes building a 24-pack subscription, free shipping and having it delivered
on your schedule for $2.49 per pouch, which saves 17%. They have four flavor
options in the five-month plus section, four flavor options in the seven-month plus
section, five options in the nine month plus section and one in the eighteen-month
plus section (Once Upon a Farm). Once Upon a Farm baby food retails higher than
other brands. Compared to another organic baby food brand a pack of 12 costs
$15.02, which would be $1.25 per pouch. Compared to another non-organic baby
food brand per item is $1.39.
o How Consumers Buy Company’s Products

5. There are five stores the target audience can purchase Once Upon a Farm baby food
that is within 50 miles of San Francisco, CA. The stores are Berkeley Bowl West,
Berkeley Natural Grocery Company, Nob Hill Foods, Raleys and Mollie Stone’s
Markets. They can also purchase it online on their website or at Amazon. The baby
food is located in the refrigerator section next to the yogurt or with the baby food if
the store has a refrigerated baby food section (Once Upon a Farm).
 Target Audience: Millennial Parents in San Francisco
o PsychographicElements of Millennial Parents
Currently the millennial age group is the largest consumer group in the United States
and they are choosing to buy organic foods, which makes them a good target
audience. Millennial parents are choosing organic foods because they believe it
makes them a better parent when they feed their kids organic foods. They were
raised more on organic foods and they are sticking with the ways their parents fed
them. They also have high concerns about effects of pesticides, hormones, and
antibiotics to health of humans and millennial parents feel buying organic helps
those concerns. Technology has made it easier to purchase food online and
millennial parents like the quality of the organic food purchased online and enjoy
doing online grocery shopping (“Today's Millennial”). The millennial parents choose
to purchase organic food because they feel it is healthier for them and their family
and the feel it makes them a better parent by feeding their family organic.
Millennials in San Francisco also enjoy to be “green” and environmentally friendly.
o Demographic Elements of Millennial Parents

6. The target audience’s gender is both male and female. Their martial/family status is
parents of a child 5-12 months old and 63% of millennial parents are married. Their
age range is 25-34 years old. They make a median household income of $50,000
(Fromm).
o Geographic Profile: San Francisco, CA
San Francisco, CA is the target audience because “Local Greenies” Scarborough
Report given to us in class says that 17% of adults living in San Francisco, CA are
“super green” and that is the highest area in the United States where people who
care about being green and organic live.
o How Target Aligns with Once Upon A Farm Offerings
Millennial parents in San Francisco, CA are an excellent target audience for Once
Upon a Farm Organic Baby Food. A large number of millennials are shopping organic
for their family and Once Upon a Farm is an all organic baby food that is cold pressed
and not heated. The millennials parents will feel like they are the best parent ever
feeding their babies food that is cold pressed instead being made with heat. Many
people who live in San Francisco, CA care about being organic and being green and
Once Upon a Farm’s packaging is recyclable and uses less energy to be transported.
Millennials are in the prime time of becoming parents and having 5-12 month old
kids. Their median income is $50,000 so they can afford to buy organic baby food.
There are five places to buy Once Upon a Farm Baby Food around San Francisco, CA
within 50 miles. Millennials in the San Francisco, CA area are a perfect target
audience for Once Upon a Farm.

7. Media Plan Recommendations
Magazine Recommendations:
Magazine Name: M Magazine
 Rationale: I chose this magazine because it was given to me. I like how this
magazine is based only in San Francisco that way it will only be seen by our
target audience of San Francisco. The magazine focuses on local events, dining,
travel, health, home and education. This creates a good time, place,
circumstance because they could be reading an article about their kids and
feeding them well, or an article about healthy eating, or about an organic event
happening around them and then they will see and ad for Once Upon a Farm
while they are thinking about food and feeding their family and want to try the
product out. It is mailed to $125,000 affluent homes whose median income is
$268,000 so the readers will have enough money to afford the baby food. The
magazine also is not super large and only consists of 32 pages of content so
there is a good chance reader will read from front to back and will not just skim
and miss our ad.
 Months: I am suggesting to run the campaign during the summer months of
June, July and August. I chose these months because most babies are born in
the month of August and then July. This way when parents are getting ready for
their baby and doing research for when their baby arrives they will see our ads
appear. I like the summer months also because this is when parents often take

8. time off from work so this way when they have more time to think about feeding
their family better our ads will appear to them.
 Ad Size, Position and Cost: I am recommending a full-page color ad on the right
side of the page inside the magazine. I am recommending this because I feel
that this magazine is a good match for our target audience and I feel that it will
reach a lot of millennial parents so I want a large ad to catch their attention. I
am placing it on the right side because the right side is viewed easier when just
flipping through the magazine and is what is first seen when opening a page up.
The cost per ad is $5,698 and the total cost for three insertions will be $17,094. I
found the costs in the M Magazine media kit.
 CPM: The cost per thousand people for this magazine is $45.58. Compared to
the other magazines this is the lowest CPM. Compared to other media vehicles
this CPM is roughly 3x more than television but a lot less than the Google SERP. I
think this magazine is worth the money because it will lay around for a while and
a person will view the ads more than just one time. Also multiple people can
read the same magazine and view the ad.
Magazine Name: Sunset
 Rationale: I chose this magazine because it is based on the west coast and has
Northwest California region that includes San Francisco. The magazine’s topics
cover food and drink, home and garden, lifestyle, and travel. I feel that the
topics align with the right, time, place and circumstance because it covers food
and drink so they could be reading about food and run over an ad about baby

9. food for their child. It covers gardening which many people interested in organic
things are into and we are advertising organic baby food. It covers lifestyle,
which includes family so the reader could be reading about food, gardening and
family all in the same magazine so this ad for organic baby food is in the perfect
spot. The average household income is $177,213 so the reader would have
plenty of money to afford the baby food. 61% of the audience buys brands that
reflect their style, 77% are willing to pay more for high-quality items and 65% are
willing to pay more for a product that is environmentally safe. This aligns with
our product because our packaging is environmentally friendly and our item
costs more but is very high quality.
 Ad Size, Position and Cost: I am recommending a 1/3 page color ad on the right
side of the page inside the magazine. I am recommending this because I feel
that this magazine is the perfect match for our product so I want as large of an
ad for as I can afford for them to see easily and catch their attention. I would
have done a full-page ad but it would have cost me $186,720 for the campaign
and that was over half of my budget so I decided to do a smaller ad instead. I am
placing it on the right side of the page inside preferably in the front quarter of
the magazine because the right side pages are viewed more often when just
flipping through the magazine and is a more desirable position than the left side,
and the first quarter is most desirable as well. The cost per ad for three
insertions will be $28,003. The total cost will be $84,010. I found the costs from
the Sunset Rate Card online on their website.

10.  CPM: The cost per thousand people for this magazine is $94.61. Compared to M
Magazine it has a higher CPM but I feel like this magazine will be focused on the
target audience more than M Magazine will be because this magazine also
focuses on gardening and their readers care about the environment. Compared
to other media vehicles the CPM is 7x higher than television and a lot lower than
Google SERP ads. I feel that this media vehicle is worth the price to pay because
the media kit says that 96% of readers are inspired by Sunset to try new ideas
and 99% took action after reading an issue of Sunset. Also since it is a magazine
the ad can be viewed every time a person picks the magazine up and it can be
read by more than just one person. I feel that his magazine fits very well with
our target audience, and tpc and is worth the price of the ad.
Magazine Name: Sunset: Bay Insider
 Rationale: I chose this magazine because I really like the Sunset magazine and
this is from the same magazine company but it is more of a local edition that is
only printed 4 times a year. I like this magazine for all the same reasons as the
Sunset and the statistics are the same for this one too. One thing I like better
about this one is that I can afford to print a full-page ad instead of just a 1/3 page
ad. Also, this magazine will be mailed to only the correct geographic location as
our target audience is in rather than a region that includes more than just our
geographic location we are focusing on.
 Ad Size, Position and cost: I amrecommending a full-page color ad on the right
side of the page in the first quarter of the magazine. I am recommending this

11. because I feel this magazine aligns perfectly with our target audience and I want
this to be an ad they easily see and since it is a magazine it will be seen over and
over and by more than one person. The cost per ad for three insertions will be
$15,830. The total cost will be $47,490. I found the rates from the Sunset
Insider Guide: Bay Area rate card online at their website.
 CPM: The cost per thousand for this magazine is $111.59. It is higher than both
my other magazines but I feel that it is worth it because it will only be mailed to
people in the San Francisco area and the topics of the magazine align so well
with our product. The CPM is more than the CPM for TV as well but since it is a
magazine, it will be able to be read over and over.
Magazine Placements
Magazine Name Ad Size Ad Position
Number of
Insertions
(Ads)
Cost Per
Ad
Total
campaign
cost
Circulation
(000) CPM
M Magazine Full Page Inside Right 3 $ 5,698 $ 17,094 125 $ 45.58
Sunset: Bay Insider Full Page Inside Right 3 $ 15,830 $ 47,490 142 $ 111.59
Sunset 1/3 Page Inside Right 3 $ 28,003 $ 84,010 296 $ 94.61
Magazine
Totals/Avg $ 16,510 $ 148,594 563 $ 83.93
Magazines considered but not used:
Magazine Name Ad Size Ad Position
Number of
Insertions
(Ads)
Cost Per
Ad
Total
campaign
cost
Circulation
(000) CPM
Bay Nature Full Page Inside Right 3 $ 2,225 $ 6,675 8 $ 296.67
Sunset Full Page Inside Right 3 $ 62,240 $ 186,720 296 $ 210.27
Kiwi Full Page Inside Right 3 ???

12. Television Recommendations:
Television Show: Family Friendly Food
 Rationale: I chose this program because it is a cooking show and will be a good
time, place, circumstance when the parents are watching because they will have
food and cooking on their mind and will be thinking about what to feed their
baby. While they are watching the program they might be thinking “I wish I had
time to cook food like this for my family” and then our ad will appear and they
will then think, “Well at least I can buy baby food for my baby that is as good as if
I made it myself for them.” I also chose this show because it is a cooking show
that is focused on cooking family friendly food so that means that parents will be
watching the show. I found my information about the show on the zap2it
website.
 Number of Ad Insertions: It was hard to pick a number of ad insertions to
recommend. I could not find the length of this show anywhere or how many
times it airs per day or per week. I went with 100 insertions to air throughout
the three months. I figure that if it is a thirty-minute show, which many cooking
programs are, that two ads per episode would be good and if the show aired 50
times throughout the three months, it would use all 100 ads. If it aired more
than 50 times I would go with airing 2 ads per episode in 4 episodes per week. It
will cost me $44,100 to run 100 ads.
 CPM: The cost per thousand for this television program is $14.18. It is the same
CPM for my other TV program and it is significantly cheaper than magazine and

13. Google SERPs. I think this will be good to reach such a large number of viewers
who are interested in cooking healthy for their family.
Television Show: Pioneer Woman
 Rationale: I chose this program because it is about cooking and she lives on a
ranch, uses whole ingredients to cook for her own family. She is also very
family oriented and posts blogs about her life as well. I feel that millennial
parents who watch this show will be in the right mindset about feeding their
family so it will be a good circumstance for our ad to air. I also chose this
show because it is a more popular show and she has a line of cookware so
people who are followers of the Pioneer Woman might think that she
supports the ads that air while her TV show runs.
 Number of Ad Insertions: I went with 75 ad insertions for this show. I found
it airs roughly 2-3 times per day, which would be around 15-20 times per
week (TV Guide). The program is 30 minutes long so I will run two ads per
episode and will run ads in 3-4 shows each week to use all my 75 insertions. I
figured the numbers out for 100 insertions but that would have costed me
$79,380 total and I did not want to spend that much money on television ads
because I felt magazine ads would be better and fit the target audience
better and that television was too broad. It will cost me $59,535 to run 75
ads.
 CPM: The cost per thousand for this television program is $14.18. Television
reaches a very large audience for a lower price compared to magazines but

14. once the ad appears it is gone and many people leave during commercial
breaks, turn the channel, or if it is recorded fast forward through them. That
is why I want to spend more money on magazines even though they have a
higher CPM. Also, I feel that the magazines targets a more specific audience
than television does.
TV 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)
Family Friendly Food 0.5 0.5% 2,488,090 12,440 2.5 31 $ 882 $ 441 100 $ 44,100 $ 14.18
Pioneer Woman 0.9 0.9% 2,488,090 22,393 2.5 56 $ 882 $ 794 75 $ 59,535 $ 14.18
TV Totals/Avg 34,833 87 $ 882 $ 617 175 $103,635 $ 14.18
TV Programs considered but 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)
Pioneer Woman 0.9 0.9% 2,488,090 22,393 2.5 56 882 $ 794 50 $ 39,690 $ 14.18
Pioneer Woman 0.9 0.9% 2,488,090 22,393 2.5 56 882 $ 794 100 $ 79,380 $ 14.18
Organic Panic 0.7 0.7% 2,488,090 17,417 2.5 44 882 $ 617 100 $ 61,740 $ 14.18

15. Google Keyword Recommendations:
 Keyword List:
o Organic baby food
o Baby food
o Baby food recipes
o Baby food pouches
o Organic baby formula
o Best organic baby food
o Best baby food
o Organic baby products
o Organic baby food pouches
o Organic baby food brands
 Rationale: I chose these keyword phrases because they are what I would use
if I were searching for organic baby food. I also thought that if one was
searching for baby food in general and our ad popped up they might try ours
to fill their needs so that is why I included search key phrases without
“organic” in the search. Another reason I used these key phrases is because
each phrase describes our product. I think that Google SERP ads will be a
good way to target people online searching for baby food because it is the
perfect time, place, circumstance because they will be actively looking for
baby food if they are searching our key phrases. My ads will only appear in

16. the San Francisco area because that is my geographic area that I want to
target. I am spending $22,760 for all of my clicks for Google SERP ads. I
priced all my clicks by using the average of the high and the low range
because I figured there are some key phrases I will want to use more on the
high range and others I will want to use the low range so I calculated them
using the average.
Google SERP Recommended Keywords
Google Keyword-based
ads
Cost per Click
(CPC)
Total
Clicks
per
Month
Number
of
Months
Total
Clicks Total Cost CPM (CPC)
organic baby food $ 4.53 500 3 1500 $ 6,795 $ 4,530
baby food $ 3.47 500 3 1500 $ 5,205 $ 3,470
baby food recipes $ 5.65 25 3 75 $ 424 $ 5,650
baby food pouches $ 4.69 285 3 855 $ 4,010 $ 4,690
organic baby formula $ 5.38 75 3 225 $ 1,211 $ 5,380
best organic baby food $ 5.90 50 3 150 $ 885 $ 5,900
best baby food $ 8.11 90 3 270 $ 2,190 $ 8,110
organic baby products $ 2.36 25 3 75 $ 177 $ 2,360
organic baby food pouches $ 4.12 50 3 150 $ 618 $ 4,120
organic baby food brands $ 5.54 75 3 225 $ 1,247 $ 5,540
Google Totals/Avg $ 4.98 1675 5025 $ 22,760 $ 4,975
Strategy Thoughts:
 Media Benefits: From this paper, I have learned about the benefits of
magazines versus the benefits of television and Google ads. I think there
good parts to each of the media vehicles. I like how magazines stay around
and can be viewed over and over and by multiple people from the same
magazine. Magazine ads tend to have a higher CPM though than television. I

17. would have liked to use the magazine Kiwi but I emailed the advertising
department and never got them to send me their media kit, but I feel that
the magazine Kiwi would have been a perfect fit for our target audience. I
like television ads because they reach such a large audience because many
people in the San Francisco area watch TV, but the downside to television
ads is that there are not many TV shows that would only have our target
audience watching and it was hard to finds shows that were not too broad.
Google SERP ads are really nice because they have the perfect time, place,
circumstance, but their downside is they have a very high CPM. Each media
vehicle has a benefit to it and depending on the target audiences and
products different media vehicles will be better at different times.
 Budget and CPM: From this paper, I have learned how to calculate the price
ads and the numbers needed that go in the calculation. I have also learned
how calculate the CPM which is the cost per thousand of people. I learned
that you are paying for the people not just the ad so even if one ad costs
more money than the other ad, if the more expensive ad reaches more
people it will have a lower CPM which is what you want because you are
paying for the people.

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techcrunch.com/2017/09/12/the-organic-baby-food-wars-heat-up/. Accessed 2018 March
8.
Monaco, Emily. “Once Upon a Farm Gives Parents the Best in Organic Baby Food.” Organic
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farm-knows-how-to-give-parents-the-best-in-organic-baby-food/. Accessed 2018 March 8.
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19. “TV Listings- Find Local TV Listings and Watch Full Episodes - Zap2it.Com.” Zap2It, Tribune
Media Entertainment, 1 Sept. 2017, tvlistings.zap2it.com/?aid=gapzap.