MAGAZINE PROPOSAL DECEMBER 2014

EDITORIAL CONCEPT, MARKETING PLAN AND BUDGET

SPONSORED BY THE HONEST COMPANY

PROPOSAL BY GRACE JORDEN AND KENZIE JAY

bloom

bloom

PREMIERE ISSUEspring 2015

Some-bunny’s

Planning the perfect party

Greenhouse A fresh take on spring cleaning

Freshly CutThe season’s latest trends in children’s fashion

ONE

MYSTERY GIRLUNCOVERED

page 51

TABLE ofCONTENTS

UNCOVERED: Birdie, Age 4 see page 51 for more

SPRING 2015

8 Editors Note

Helping HandsThe Gulman family’s journey to a greener community in Boston

Green House Spring Cleaning: products and ideas for Mom to help cut time and save energy this season

Little NestsThis seasons latest trends for your little ones spaces

11

14

2024

28

64

Make ThisStep-by-step instructions on how to create tissue paper flowers

NourishSweet Tooth: Strawberry Sprinkle Funfetti Pankcakes

Insta InspirationYour Instagrams, our Inspiration

40 Freshly Cut Take a look at the lastest trends in childrens fashion

FEATURES issu

e on

e50 ProfileMeet our first cover girl, Birdie McCoy, in her adorable in-depth interview

30 Some-bunny’s One!An enchanting spin on the milestone celebration

53 EssayA look into the life of mommy-blogger, Naomi, founder of Lovetaza.com

36 Play ItTake a picuture of the bar-code to unlock a new feature of Bloom’s mobile app

57 Investigative An exclusive investigative report on children’s sleeping habits

EDITORIAL CONCEPT: THE BASICS    MAGAZINE TITLE: Bloom TAGLINE: “Seasonal styles for exceptional taste” MAGAZINE SPONSOR: The Honest Company EDITORIAL PURPOSES:

• Create a go-to publication for the latest on children’s fashion and trends, homecare products and décor

• Provide exquisite children’s fashion editorials and stimulating games • Incorporate the voices of mothers and children on fashion, home and lifestyle

trends, as well as issues to take on as a young mother SPONSOR PURPOSES:

• To encourage kids at a young age to be more environmentally aware. • Introduce eco-friendly products to young mothers. • To raise awareness and partner with the Honest Company’s philanthropies.

                                             

EDITORIAL CONCEPT: SPONSOR RESEARCH    BACKGROUND :  The Honest Company’s headquarters is in Santa Monica, CA, founded in 2011, launched in January 2012 CO-FOUNDERS: Actress Jessica Alba – Co-Founder & President Christopher Gavigan – Co-Founder & CPO Brian Lee – Co-Founder and CEO Sean Kane – Co-Founder and COO They created The Honest Company to “fulfill our big dreams, hoping our would make the right choices – following our hearts and consciences, with each detail and every decision – that would result in positive impacts.”   Their goal is to “relieve you of a few tasks by delivering the best family essentials to your doorstep – to simplify your life and bring more delight to every day.” Their dream is to “re-define the ‘family brand’ and create something –with you – that’s better for all families, everywhere.”  THE HONEST COMPANY’S MISSION: “To create not only effective, but unquestionably safe, eco-friendly, beautiful, convenient, and affordable products for babies and homes.”  GOALS1:

• Have ALL our body/personal care to meet the NSF standards ... we are half way there now

• Because we love plants and because of their renewable & sustainable reality (not being a non renewable fossil fuel), have all our product, and our packaging, made entirely (yes – 100%) of plant-based materials

• Have our company receive Cradle to Cradle Certification • Have our offices and warehouse LEED certified

                                                                                                               1  Honesty.com  

EDITORIAL CONCEPT: SPONSOR RESEARCH VISION OF HEALTH & SUSTAINABILITY:

• Reduce the ubiquitous presence of toxic chemicals in our natural environment (air, soil, oceans, etc), man-made environments (homes, schools, offices) and our personal environments (industrial pollution inside our own bodies)

• Protect natural resources by minimizing waste and maximizing use/re-use • Support peace, security, and social justice • Promote diversity and productivity through all facets of life – from cultural to

ecological. PRODUCTS & SERVICES:

• Baby diapers, wipes, lotions and creams • Baby shampoo, conditioner, sunscreen and bug spray • Non-toxic and eco-friendly cleaning supplies and laundry soap • Children’s vitamins and immunity boosts • “The Collective” featuring exclusive designer collaborations must-haves for

baby and home (toys, blankets, cribs and changing tables) • “Honest Bundles” – a monthly subscription in which you pick products to be

sent directly to your home. Three options of bundles include “Diapers and Wipes” bundle, “Essentials” bundle and the “Health & Wellness” bundle

LOCATIONS & RETAILERS: www.honest.com, Target, Costco, Gelson’s, BuyBuy Baby, Whole Foods, Nordstrom, Baby Earth, Right Start, Sprout, Magic Beans KC area: A Pea in the Pod (Town Center Crossing), Target, and BuyBuy Baby Store locator available on honest.com FINANCIALS: The company has raised over $70 million since it’s initial launch in 2012. As of today, the company is worth a little under $1 billion. 2014’s annual revenue is projected to be over $150 million, three times the amount of 2013’s sales, according to Wall Street Journal.

EDITORIAL CONCEPT: MISSION STATEMENT / PLATFORMS    MISSION STATEMENT: Our mission is to look into the world of mothers and children to help them embrace and discover the latest on affordable children’s fashion and trends, homecare products and décor. Ecstatic to see your babies bloom into the trendsetters they were meant to be, we give you insight on what’s hanging in the fashionable child’s closet, the room décor they dream in and the products that help their mother’s get through the day. Our content is delivered to you directly from the experts, mothers and children, in hopes to connect readers with the most wholesome and quality products and brands. WEBSITE The Honest Company’s website incorporates its vision of beauty and simplicity into an attractive and efficient website, giving the user an easy path to navigate through information and products, by providing product information, philanthropic partners, social media platforms, retail locations and testimonials. Bloom’s website will feature some printed content, interactive games for little ones, and Bloom’s blog featuring photos, videos, recipes and advice from mothers. The website will also provide clickable direct-links to the issue’s featured clothing from the Honest Company and other retailers such as, Gap, H&M and boutiques. Bloom subscribers will receive access to the website’s full range of content, while non-subscribers will see less content and more prompts to subscribe. INSTAGRAM The Honest Company has an Instagram with over 195,000 followers featuring pictures of children, product giveaways and latest news about The Honest Company. Bloom would use an Instagram account for posting pictures between the quarterly print publications, promoting The Honest Company products and introducing other wholesome brands. By interacting with followers, Bloom will use Instagram to get people excited about upcoming print issues. With posts such as DIY suggestions, favorite household products, recipes and fashion inspiration, Bloom hopes to encourage followers’ creativity.

EDITORIAL CONCEPT: MISSION STATEMENT / PLATFORMS    FACEBOOK The Honest Company has a Facebook page with over 870,000 followers. Posts include ways to donate to charity causes, ways to use The Honest Company products and links to its blog. With Bloom’s broad reach across the country, this number can increase by hundreds of thousands on a separate Bloom Facebook page. Bloom will use Facebook to connect with followers. With daily question posts, mothers and children can brainstorm, laugh and share their responses online. Daily question posts will feature questions such as, “what is your son/daughter’s favorite go-to weekend outfit?” Fashion tips, trends and deals for both mothers and children will keep followers up to date about what to wear and where to shop. Posts highlighting news about The Honest Company and other sponsors will be paired with kid friendly videos and activities that will engage children to make this platform useful for both mothers and their little ones.  TWITTER The Honest Company’s Twitter account has over 69,000 followers. Most of The Honest Company’s Twitter activity includes links to existing web content. A separate @Bloom account would be used to engage followers and create light and fun conversation with original content. Account managers would include links to the Bloom blog. The account would also be used to promote and provide teasers for upcoming issues. BLOG Bloom’s blog will be an extension of the website. The blog will feature daily posts on content similar to the magazine to keep readers engages in between issues. Bloom’s blog will include contests and giveaways from our sponsor. The blog will often feature popular mommy bloggers and incorporate a variety of visual aspects.

EDITORIAL CONCEPT: MISSION STATEMENT / PLATFORMS    PINTEREST The Honest Company has a Pinterest page with almost 58,000 followers. Bloom’s Pinterest page would be able to feed off of the success of The Honest Company’s page by re-pinning from its page and sharing followers. Pinterest will allow Bloom’s audience to experience more content than what we can put into print. We will share our love for fashion, DIY projects, recipes, décor, inspiration and celebrations through the accessibility of pins. The account will be active daily, guaranteeing new material for the audience each and every day. TABLET AND MOBILE Bloom’s print issues will all be available on Zinio in mobile-and tablet-friendly versions for subscription or single-copy sale. Bloom will also have a mobile application, Bouquet, specifically for our younger readers. It will be a child-friendly app jam-packed with age-appropriate games and enchanting short stories to help develop the wisdom and glittering imagination of our young readers. By scanning each issue’s barcode, users will be able to unlock new content and games.                      

EDITORIAL CONCEPT: AUDIENCE    GENERAL AUDIENCE The Honest Company believes everyone should have ideal products that “are not only effective, but unquestionably safe, eco-friendly, beautiful, convenient, and affordable.” 2With these home and baby products, The Honest Company hopes to redefine the family brand and create something that’s better for all families, everywhere. The Honest Company’s audience consists mainly of busy parents with infants and young children: specifically, those serious about sustainability and our impact on the Earth. With serious efforts to protect both the environment and children, The Honest Company seeks to inspire new solutions and make products that are non-toxic and healthy. The Honest Company works with charitable partnerships, promotes changes that better protect children and the planet, and supports the efforts of their employees with paid community service days and direct matches of non-profit donations. Customers support The Honest Company because they share similar passions for sustainability, quality and giving back. The Honest Company’s strong web and social media presence creates a social effort in collaboration and appeals to young, passionate parents. In addition to retaining current fans, raising awareness of The Honest Company will be the next challenge. DEMOGRAPHICS Younger mothers with children Age: 18-40, average age 25-34 Income: $75,000 Gender: majority female, with little readership for men (female, 90%, male, 10%) Education level: Bachelor’s degree or higher Geographic location: National                                                                                                                  2  https://www.honest.com  

EDITORIAL CONCEPT: AUDIENCE    CASE STUDY: UNITED STATE’S QUICKFACTS Bloom extends its audience reach from border to border. Analyzing some of the nation’s demographics is an important place to start. The United States is primarily Caucasian, educated and financially stable. The population is around 316 million. Through an education standpoint, 29% of the nation’s residents have a bachelor’s degree or higher (of those 25 years of age and older). The ACS 2012 U.S. median household income was $51,371. This is the first time since the 2007 ACS that median household income did not decrease, thus indicating more spending money for households. 3 (quickfacts.census.gov)  CASE STUDY: MOTHERS

• 95% of moms aged 35-54 buy holiday gifts for children • 64% of moms take some action specifically to earn customer loyalty rewards • 35% of US moms agree advertising helps them choose what to buy for their

kids4                                                                                                                3 Quickfacts.census.gov 4 Mintel.com    

EDITORIAL CONCEPT: AUDIENCE MILLENNIAL MOTHERS Millennial mothers, defined as adults age 18-29, are important because they are becoming the next generation of parents. Within the next year, 11% of millennial moms plan to buy a home, 11% plan to get married, and 13% are planning on birthing a child. Millennial mothers are overwhelmingly mobile. They are 11% more likely to own a smartphone. Within the past 30 days, they have used their smart phone for social networking (53%) and shopping (22%). Millennial moms also have influential shopping behaviors. In the past 12 months, 68% of mothers made an Internet purchase; 40% bought clothing and accessories, 28% bought books and 23% bought toys or a game. 5 “Key driver analysis of amount spent on apparel, shoes, and other accessories, October 2012”

  CASE STUDY: CHILDREN’S CLOTHES MARKET According to Mintel research, the children’s clothing market is about to skyrocket because of the increase in childbirth in the United States. Total sales of children’s clothing will reach $43 billion in 2013 and are expected to increase in the immediate future. 6                                                                                                                5 reports.scarborough.com 6 mintel.com    

EDITORIAL CONCEPT: AUDIENCE

EDITORIAL CONCEPT: AUDIENCE    IN THREE WORDS Bloom’s readers are stylish, devoted and environmentally conscious.7 PSYCHOGRAPHICS According to Scarborough research, working mothers are also financially savvy and motivated. They are 40% more likely to have an annual household income of $100k or more, and 49% have children within the ages of 12-17. Working moms love spending less for name brands, and are 21% more likely than all Moms to have shopped at Nordstrom Rack. 8 Ultimately, they are connected by a love for fashion. They enjoy supporting local boutiques, and also look forward to the luxury of department stores. When they are not out shopping and taking care of their little ones, they indulge in cultural events. Working moms work hard, but play harder. In the past 12 months they are more likely than all moms to be sports fans and attend the theatre.

                                                                                                               7 See Mom Bloggers infographics 8 reports.scarborough.com  

W O R K I N G M O M S.WORKING MOMS ARE AFFLUENT AND EDUCATED CONSUMERS

MORE LIKELY TO BELONG TO GEN X

(AGE 30 – 49)

HAVE CHILDREN AGE 12 – 17

MORE LIKELY TO BE COLLEGE GRADUATES

AGREE THAT SPENDING TIME WITH THEIR FAMILY IS THEIR TOP PRIORITY

MORE LIKELY TO HAVE AN ANNUAL HOUSEHOLD INCOME

OF $100K OR MORE

DISAGREE THAT JUGGLING FAMILY AND WORK DEMANDS IS VERY STRESSFUL FOR THEM

49%

35% 40%10%

WORKING MOMS ARE MORE LIKELY TO PARTICIPATE IN EVERY AREA OF FINANCE.

FINANCIAL SERVICES:

SCARBOROUGH WORKING MOMS STUDY

130

120

132 132

128 128

115

134

129

139 126 125

133 127

Bonds

Accountant

Money Market Funds

Financial Planner

MutualFunds

Home Mortgage

Other Security or Investment

IRA

Any Investment

Money Market

Account

Stocks or Stock Options

Investment

401K Plan

Second Home or

Real Estate Property

Auto Loan

100

100

Working Moms are 27% more likely than all moms to have any investment

95% 37%

WORKING MOMS ARE FINANCIALLY SAVVY AND CHARITABLE

INVESTMENT SERVICES:

9% plan to buy a home in the next 12 months

72% of households contributed to a charity in the past 12 months

10% more likely to do banking online

MOMS LOVE SPENDING LESS FOR NAME BRANDS

MAJOR DEPARTMENT STORES WORKING MOMS ARE MORE LIKELY TO SHOP AT:

Nordstrom Rack Kohl’s Macy’s Home Goods JC Penny

121 119 118 117 112

More likely to shop at every bookstore

More likely to own nearly every piece of technology Scarborough measures

13% more likely

to have spent $2,500+ on internet purchases in the past year

WORK HARD, PLAY HARDER

27% more likely

to have attended

live theater

33% more likely

to have visited Disney World

(Orlando)

22% more likely

to have attended any professional sports event

Working Moms are much more likely than all moms to be sports fans, particularly of College Basketball, PGA Tours and Men’s Tennis

72% of Working Moms contributed to a charity in the past 12 months

YOU KNOW WHAT THEY WANT AND WHAT THEY BUY, NOW KNOW WHERE TO REACH THEM

Working Moms are more engaged with their households’ finances than all moms. This

knowledge makes for valuable decision making about where the family dollars go.

By understanding where Working Moms spend their hard-earned dollars and how they find deals, brands can betters plan their outreach strategy for

reaching this affluent consumer group.

Make strategic partnership and sponsorship decisions by knowing where Working Moms spend their free

time and what activities they do to relax.

spent 20+ hours on the internet in an average week

more likely to use LinkedIn in the past 30 days

21% 43%

Making smarter ad buys in strategic media allows your messaging to reach Working Moms

where they are captive audiences, on media you already know they prefer.

18% more likely to make

travel arrangements online in the past 12 months

33% more likely to buy

cultural event tickets online in the past 12 months

COUPONSThough Working Moms make more money than all Moms, they are much more likely to use coupons

22% agree mostly that they only use coupons for the brands they usually buy

16% more likely to use coupons for other products/services once a week

18% more likely to use coupons for groceries once a week

69% agree mostly or somewhat their favorite grocery stores offer low prices on all products every day

13% more likely to obtain coupons via email

�

20% more likely to have bought athletic clothes in the past 12 months

10% more likely to have bought athletic shoes

47% more likely to have bought women’s business clothing

28% more likely to have played golf in the past 12 months

27% more likely to have gone skiing/snowboarding in the past 12 months

Source: Scarborough USA+ R1 2013 (Current 6 Months ) /GfK MRI Attitudinal Insights DataData in this infographic is compared to all Moms.

TELEVISION:

22% more likely to have watched HGTV in the past 7 days

24% more likely to have watched ESPN in the past 7 days

12% more likely to have visited any Broadcast TV website in the past 30 days

RADIO:

20% more likely to have contributed to public radio (household)

TOP FORMATS: in the past 7 daysPop Contemporary Hit (42%)Country (31%) Adult Contemporary (30%)

21% more likely to have visited any radio station website in the past 30 days

LOCAL NEWS:

7% feel social networking is very important for finding local information

39% checked local news online in the past 30 days

40% watch local morning news39% watch local evening news24% watch local late news

46% read the local news section of the newspaper

FOLLOW US ONFor purchase information for this, or any other consumer topics, please contact:

Scarborough Haley Dercher • 646.517.1042 hdercher@scarborough.com dialog.scarborough.com

TOP LOCAL MARKETS FOR WORKING MOMS

Baltimore (51% of mom residents are Working Moms)

Little Rock (55%)

Minneapolis (54%)

Des Moines (51%) Baltimore (51%)Albany (51%)

100

Working Moms are 21% more likely than all Moms to have shopped at Nordstrom Rack

Index

Index

Index

EDITORIAL CONCEPT: AUDIENCE TECHNOGRAPHICS Bloom’s audience of young, trendy mothers are tech savvy and highly familiar with a variety of devices – smartphones, tablets, laptops, etc. These women have an international mindset and love fashion. As new moms, this audience has perfected the art of multitasking. These moms have their go-to blogs, but are always stumbling upon new sites. With multiple web pages open at a single time, these women are looking for a quick dose of up to date content. The tech stats9 of the younger end of this audience (18-29) demonstrate a highly connected, technology-focused audience: >> 20% of Millennial Moms spend 20+ hours per week online >> 53% have used their smartphone in the past 30 days for social networking >> 22% have used their smartphone in the past 30 days for shopping >> 68% made any Internet purchase in the past 12 months >> 40% bought clothing or accessories online >> 78% are more likely to think social networking is very important for showing support for their favorite brands Blogging and social media is also important to this demographic10: >> 14% of all American women with children in the household are Mom Bloggers >> 89% have children between 2 and 11 years of age >> $84,000 is the average household income for Mom Bloggers >> 90% have visited a social networking website in the past 30 days Mom Bloggers buying is motivated by environmental concerns and awareness: >> 69% more likely than moms overall to buy organic food on a regular basis >> 49% more likely to purchase locally grown food >> 87% are more likely to buy eco-friendly products >> 75% are more likely to have contributed to a social care/welfare organization >> 64% more likely to have contributed to an environmental organization                                                                                                                    9 http://www.scarborough.com/reports/products/infographics/millennial-moms.html 10 http://www.scarborough.com/reports/products/infographics/mom-bloggers.html  

EDITORIAL CONCEPT: AUDIENCE    

     

EDITORIAL CONCEPT: AUDIENCE READER PROFILE

 Julia, the Interior Designer Julia McCoy is a 31-year-old Caucasian female. She is a successful interior designer and lives with her husband, James, a photographer, and her two kids, Levi and Emma in Nashville, Tennessee. Julia has an eye for clean design – from homes to clothes, she has always been the simplicity trendy one in her group of friends. Julia enjoys going to the farmer’s market with her family, cooking and gardening. She is also passionate about giving back to the community, so she is always looking for new places to volunteer. She is shamelessly addicted to her iPad, and uses it to scroll through Pinterest, look for recipes and get inspired by some of her favorite bloggers. As a busy mom, Julia does a ton of online shopping, but also stops into some of the smaller Nashville boutiques almost weekly.

EDITORIAL CONCEPT: AUDIENCE    

        Aubrey, the Blogger

Aubrey is a 24-year-old Caucasian female, web designer and lifestyle blogger based in Phoenix, Arizona. Aubrey is married to her husband, Smith, and spends her free time loving on her son, Sebastian, and Golden doodle, Brutus. Her family is about to embark on a new journey with a little lady joining the family in October. Aubrey is an Instagram addict and loves connecting and meeting new people. She also never says no to a great brunch or a mani-pedi. Her blog was started in 2011 as an outlet for wedding ramblings, but soon turned into a space for inspiration, love and a great styled outfit. She loves putting together tutorials for the every girl (and mother) and enjoys sharing photos and the experiences that young motherhood has to offer. She enjoys shopping at H&M, Gap and Target for wardrobe essentials and baby necessities. She was thrilled to see Target carrying her favorite eco-friendly diapers, baby wipes and other baby necessities from The Honest Company. She is an avid Etsy follower, particularly favoring Studio Mucci’s elaborate garlands to add pizzazz to her home office and the new nursery. She believes that great style and décor can be put together at any price. Aubrey prefers reasonable prices, but does splurge on such things as a Clare Vivier clutch or an Elizabeth and James wardrobe staple.    

EDITORIAL CONCEPT: AUDIENCE

   Stella, the Curious

Stella is a 7-year-old African American female from Providence, Rhode Island. Stella is the daughter of stay-at-home mom, Taylor. Stella loves to snuggle her cat, Walter, after a long day of daycare and ballerina lessons. Stella enjoys playing games, especially on mom’s tablet. She is a beginner at reading, and likes fun, short stories. Her mom constantly finds Stella digging through her closet to play dress up in mommy’s clothes. She is bright-eyed and curious about the world, and likes to look at picture books.

 EDITORIAL CONCEPT: COMPETITION ANALYSIS    POINTS OF DIFFERENCE Bloom will uniquely:

• Provide the latest on affordable children’s fashion and trends, homecare products and décor

• Be inspirational for mom, and fun for her little ones • Provide stimulating games and stories for young children within the print

publication and on our mobile application, Bouquet • Incorporate a fresh outlook on environmentally conscious and organic homecare

products • Strive to bring affordable fashion to the forefront.

 COMPARISON: BABIEKINS Babiekins is the only children’s high-fashion magazine in the United States. Since its birth in 2010, the magazine has grown from a blog and digital-only format into an internationally recognized print publication with a global circulation. Babiekins is sold in select Target stores and all US Barnes & Noble and Books-a-Million locations, Babiekins also appears on the shelves of Chapter stores and in upscale boutiques worldwide.11 Babiekins’ readers are mostly female with an average age of 25-34, which is closely followed by readers with an age of 35-44, have an international mindset and love fashion, are confident with a high level of media know-how, are knowledgeable of the latest fashion trends, both locally and internationally, are style- and design-conscious and admit they spend more on their children than themselves.12                                                                                                                11 http://babiekinsmag.com/babiekins-media-kits 12http://babiekinsmag.com/PDFdocuments/Babiekins%20Fall%20Digital%20Media%20Kit%202013.pdf  

EDITORIAL CONCEPT: COMPETITION ANALYSIS    MAGAZINE PHILOSOPHY Behind Babiekins is an optimistic team of mothers-turned-editors. “We search everywhere for inspiration, and go beyond trends to bring you fashion, style, decor, design, books, DIY, parties, and playthings. Our reader’s look to us to keep up with the best and most up-to-date concepts in the children’s market worldwide. We have an eye for quirk. We’re high fashion, but we value whimsy over tradition. Playful childhood is more important to us than making kids into copycat adults. We believe life is beautiful, life is valuable, and life changes when you see it through the eyes of a child. We seek to transcend skin color, language and zip codes and bring out the real, wild, magical creativity inherent in every child.” 13 > Circulation: > Frequency: 4 issues/year > Ad rate: $1,800 > CPM: Babiekins 2012 Print Media Kit and 2013 Media Kit do not specify their circulation or CPM. Babiekins 2012 Print Media Kit states a full-page print ad rate is $1,800.  STRENGTHS, WEAKNESSES, OPPORTUNITIES Editorial content is solid, yet limited. This is an opportunity for Bloom: to incorporate an abundance of editorial content. Magazine design is exceptional. Babiekins has quickly become a respected resource for high-profile photographers, artists and well-known designers. There is a consistent design scheme throughout the online and print sections of the magazine. The photography is extravagant and sophisticated and the design is whimsical and fun. It is obvious that Babiekins puts thought into every detail of the magazine design. The magazine has a very strong online presence. Each issue is easily accessible online, on an iPad or any mobile device. Babiekins’ online issues are delivered digitally though a beautiful, easy-to-navigate interface with video, sound, music and clickable links that enhance the readers’ virtual experience. However, compared to the rest of its online presence, Babiekins main web page feels cold. This is an opportunity for Bloom to tackle: a fun and inviting website with interactive content for kids.

                                                                                                               13 http://babiekinsmag.com/about

EDITORIAL CONCEPT: COMPETITION ANALYSIS Babiekins utilizes every social media outlet for maximum exposure. Babiekins is active on Facebook, Twitter, Tumblr, Pinterest, Vine and Instagram. However, there is a lot of recycled content across these platforms. Links back to the Babiekins blog make up most of their social media content. This is an opportunity for Bloom to provide original and interactive content across all platforms. Content is also provided for Babiekins readers through current and archived digital issues available on their website and through the Babiekins blog. Babiekins advertising information is difficult to find. There is an email listed on their website to get information on advertising in their magazine, online or blog.14 This is an opportunity for Bloom: By having solid and consistent advertising that supports our magazine, in addition to a list of advertisers in previous issues, potential advertisers will have a greater understanding on if they are a right fit for Bloom. Babiekins is a beautifully designed magazine, but can be intimidating for most mothers with young children. Not every family can afford designer clothing for their little ones. Bloom sees the opportunity to appeal to fashionable mothers who want to spend reasonably. Bloom will have a much more wholesome and organic feel – from fashion to homecare products, Bloom will connect readers with exceptional companies that provide quality products.    COMPARISON: PREGNANCY & NEWBORN MAGAZINE Pregnancy & Newborn is a monthly magazine for chic moms-to-be and new moms. Introduced in August 2006, P&N shares the excitement of pregnancy and early parenthood with women across the U.S. and Canada. P&N provides health, beauty, fashion and product tips to expecting and new mothers.

                                                                                                               14 We sent an e-mail to find out more information and have not received a response.

EDITORIAL CONCEPT: COMPETITION ANALYSIS MAGAZINE PHILOSOPHY “Pregnancy is a wild ride, and Pregnancy & Newborn has everything a mom-to-be needs to know from the time of her positive pregnancy test to the pinnacle of her last labor pain. Newborns don’t come with instructions, so P&N provides new moms and dads with tried-and-true tips and expert advice on parenting topics that range from surviving the first six weeks to celebrating the first year.”15 > Circulation: 247,107 per month > Frequency: 12 issues/year > Ad rate: $19,500 >  CPM:  $79      STRENGTHS, WEAKNESSES, OPPORTUNITIES Editorial content is solidly written, and it is clear that writers have extensive backgrounds in mom and baby health. Magazine design is outdated, with limited design aspect and lack of color. Print is better designed than online. This is an opportunity for Bloom: to have unique and eye-catching design and content. Pregnancy & Newborn’s website is cluttered and confusing, with an unattractive interface and a flurry of advertisements. Quality design in both print and online will be something that Bloom will focus on. P&N is active daily on Facebook and Instagram, yet lacks usage of its Twitter and Pinterest accounts. This is an opportunity for Bloom to utilize social media platforms with original content to keep readers up to date in between issues. The magazine has a highly specified, clearly defined audience, making it prime ad space for specifically targeted companies, especially those dealing with pregnancy or baby items.                                                                                                                15 Pregnancy & Newborn Magazine 2015 Media Kit

EDITORIAL CONCEPT: COMPETITION ANALYSIS INDIRECT COMPETITION Although Bloom differentiates itself among Babiekins and Pregnancy & Newborn with its focus on affordable clothing and organic, clean home care, Bloom still competes with them directly. Bloom will have plenty of indirect competition through e-magazines and blogs about children’s fashion and motherhood. COMPARISON: LA PETITE La Petite is a “magazine full of creativity, imagination and inspiration for the little ones.”16 Since its inception in 2010, La Petite has published 15 issues. The magazine is offered electronically and available in print. It is published quarterly to incorporate each season’s trends. La Petite was founded by blogger of kenziepoo.com, Rachelle Francey. It has been featured in Marie Claire’s Hong Kong edition and Disney-sponsored Babble.com.17 La Petite can be bought in stores for $10.99 a copy, and just recently been available to be bought online at their website. The magazine can be found in Barnes & Nobles stores and various online websites (Chicky Pop Shop, Ladida, Shopbelle and FPStyle). 18 MAGAZINE PHILOSOPHY The magazine’s main emphasis is on young children and their mothers to help create memories through fashion, stories and advice. The content on La Petite includes insights on fashion, design, DIY projects, and stories. The magazine primarily focuses on sharing “everything extraordinary for the little one in your life”19 >Total Circulation: >Frequency: 4 issues/year >Ad Rate: >CPM:

                                                                                                               16 http://issuu.com/kenziepoo/docs/lapetite_issue_one 17 http://lapetitemag.com/press/ 18 http://lapetitemag.com/shop/ 19 lapetitemag.com    

EDITORIAL CONCEPT: COMPETITION ANALYSIS STRENGTHS, WEAKNESSES AND OPPORTUNITIES Editorial content is primarily Q&A sessions with featured designers. There are very few articles within the magazine and an abundance of fashion editorials. La Petite’s fashion editorials are exceptional, and each issue features a variety of photographers and styles. Magazine design is vibrant and fresh, but also incorporates black and white photos. This is an opportunity for Bloom to focus on our features and provide informative advice columns, feature articles and intriguing stories for the little ones. La Petite’s website is visually appealing, but lacks content. Although it seems as if it has many page options, the website quickly directs you to fill out an information inquiry to their contact e-mail. Previous print issues are available, but only limited content focusing on fashion editorials and Q&A’s. Bloom has an opportunity to differentiate itself with an interactive website that can house useful information, such as advice, how-to’s and recipes, to mothers and games and stories for their little ones. La Petite is extremely active on Instagram, providing fashion editorial snapshots almost daily.20 Their Pinterest activity is strong with almost 153,000 followers.21 La Petite’s Facebook page has 10,596 followers, but fails at providing current posts. On average, new posts surface around once a month.22Although their Instagram account is strong, their Twitter lacks fresh content by it just tweets their Instagram posts, and not much else. 23 Bloom has the opportunity to set itself apart by providing an interactive Twitter handle, allowing followers to correspond with magazine representatives and Q&A sessions.

                                                                                                               20 http://instagram.com/lapetitemag 21 http://www.pinterest.com/Lapetitemag/ 22 https://www.facebook.com/LaPetiteMag 23 https://twitter.com/LaPetiteMag

EDITORIAL CONCEPT: COMPETITION ANALYSIS COMPARISON: LITTLE INDUSTRY Little Industry is a children’s lifestyle e-magazine focusing on children’s fashion and the design industry. Since its establishment in 2012, Little Industry has had a slow and steady pace to gain exposure in the magazine realm. Although the magazine primarily features European brands, it establishes international children’s fashion trends and inspiration. “Little Industry is published on a quarterly basis, Spring Issue in February, Summer Issue in May, Autumn Issue in August and Winter Issue in November.”24 MAGAZINE PHILOSOPHY “In each issue you’ll find a mixture of the funkiest, coolest and elegant children’s fashion brands available as well as informative features and expert advice on all aspects of children fashion, development and inspirational designs, all presented with beautiful photography. The e-magazine is assembled by materials from fashion and design brands as well as contributions from experts, bloggers and talented photographers related to the children clothing, design and accessories. The advantages of digital publishing allow us to create an interactive magazine, with lots of links to various brands, shops and direct links for our advertisers.”25 >Total Circulation: >Frequency: 4 issues/year >Ad Rate: >CPM:

                                                                                                               24 http://little-industry.org/about/  25  http://little-­‐industry.org/about/  

EDITORIAL CONCEPT: COMPETITION ANALYSIS STRENGTHS, WEAKNESSES AND OPPORTUNITIES The editorial content found within Little Industry is expansive and informative. Accompanied by beautiful photographs and clean design, the magazine dives into articles on such things as innovative children’s fashion fairs, brand and product reviews and questionnaires and insights from the designers themselves. Little Industry’s website lacks color and showcases a bland interface. The content and information is fairly scarce, giving only an “About” section and a link to their blog. A link to a blog can be extremely resourceful, but Little Industry only displays their three most recent blog posts. Bloom has an opportunity to focus on interface design and incorporate vibrant colors and inviting visuals. Little Industry is only involved in Facebook and Twitter as their social media platforms. With as few as 2,800 followers on Facebook, Little Industry suffers gaining exposure through this social media portal. 26

                                                                                                               26 https://www.facebook.com/littleindustrymagazine

EDITORIAL CONCEPT: EDITORIAL FORMULA PUBLICATION BASICS Frequency: 4 issues annually in first year(s), working up to 6 issues per year Total number of pages: 64 (plus 4 cover pages) Ad/Editorial ratio: 20/80 Pages of editorial: 51 Pages of advertising: 13 Department/features ratio: 60/40 Total number of department pages: 31 Total number of feature pages: 20 DEPARTMENTS TOC (1 page) MASTHEAD (1 page) EDITOR’S LETTER (1 page) HELPING HANDS (1 page)

• Each issue will have a single page, Helping Hands, dedicated to readers’ personal submissions on how they got their little ones involved in giving back to the community. Focused on eco-friendly and charitable work that the family as a whole can participate in.

GREENHOUSE (Homecare products) (1 page) This department will focus on homecare products that serve our readers needs and eco-friendly mindsets.

WHAT’S NEW (1 page) What’s New will be a one-page stop for readers to learn about the latest products to use within the home. Each issue will feature an Honest Company product, along with other new and affordable products.

EDITORIAL CONCEPT: EDITORIAL FORMULA

SEASONAL (2 pages) This section of Greenhouse will focus on the issue’s season and provide resourceful tips and preview products that will help mothers keep up with that particular season.

Story examples: • Spring issue – “Spring Cleaning” featuring products and

ideas to help cut time and save energy during spring-cleaning.

• Winter issue – “Holiday Prep” featuring helpful tips on preparing the house for holiday gatherings, eco-friendly kitchen necessities for baking and cleaning up when the holidays come to an end.

NESTS (Décor) 8 pages This department will focus on trendy, affordable décor for children’s bedrooms, playrooms and favorite spots within the house.

LITTLE NESTS (5 pages) This sub department will specifically focus on affordable décor for the little one’s favorite spots in the house. Whether it is their bedroom, playroom or backyard, Little Nests will provide information on how to transform a space into a beautiful and comfortable room.

• Story idea – “Welcome Home, Baby” featuring how to prepare a nursery for your firstborn. The story will include where to find the necessities at a reasonable price, how to put the room together with a chic touch and provide multiple pictures to set the scene.

EDITORIAL CONCEPT: EDITORIAL FORMULA MAKE THIS (3 pages) This part of the department will feature DIY heavy content, specifically focusing on how to recreate the latest décor trends affordably.

• Story idea – “Revamp” featuring how to make over your old dresser with bright colors and handles to give it new life for a child’s room.

NOURISH (6 pages) This department will focus on recipes of healthy, organic food, as well as savory and tasty treats, that the whole family can enjoy.

FAST FOOD (2 pages) Fast Food will feature quick bites for a busy family. Ideas will include snacks for on the go, children’s lunches and speedy dinners.

• Story Idea – “Dine & Dash” featuring quick, healthy dinners for the on-the-go mom. It will feature 3-4 dishes. Examples for dishes featured: Black Bean Tacos with Avocado Cilantro-Lime Sauce, Turkey Zucchini Meatballs and Portobello Mushroom Pizza.

EDITORIAL CONCEPT: EDITORIAL FORMULA

TOP PICKS (2 pages) Top Picks will feature submissions provided by our readers and their kids on what their favorite healthy meals and snacks are. Some issues may feature Kid’s Picks on their favorite birthday celebration and holiday themes, and how to decorate for those occasions on a budget. Pictures of the dishes/table settings and kids will be provided for visual appeal.

• Submissions may be sent in through social media, and Bloom will feature submissions on its social media.

• Story Idea – “Afterschool Snacks” featuring kid’s favorite afterschool snacks. It will feature 2-3 snacks with pictures of submitter(s) and dishes. Examples for snacks featured: Cranberry Pistachio Energy Bites, Peanut Butter Banana Oatmeal Bars and Honey Greek Yogurt Covered Blueberries.

• Story Idea – “Some-bunny’s One!” featuring a bunny-inspired 1st birthday table set up. The article will focus on producing an affordable birthday environment, all while making it fashionable and fun.

EDITORIAL CONCEPT: EDITORIAL FORMULA

SEASONAL (1 page)

Will focus on that particular season’s favorite tastes incorporated into a holiday

recipe with a holiday table spread.

• Fall Story Idea – “Overtime Munchies” featuring appetizers

and finger foods to prepare and enjoy while watching this

football season. Will showcase featured recipes with

pictures and example of festive table setting, full recipes can

be found online. Example dishes featured: Pizza Pull-Apart

Bread, Slow Cooker Buffalo Chicken Meatballs and Avocado

Hummus.

SWEET TOOTH (1 page)

A one-page recipe of a sweet treat that is fun and easy enough to make with

your little one.

• Story Idea – “Strawberry Sprinkle Funfetti Pancakes”

featuring the recipe and pictures of the dish.

LITTLE MINDS (Kid’s Games and Crafts) (5 pages)

PLAY IT (3 pages)

Will feature an array of games for the little ones to enjoy. Examples will

include I-Spy, word searches, and short stories, and also provide ideas for

interactive games to play with friends.

• Story idea – “Interactive Apps” featuring the latest and best

free mobile applications for your little ones. A barcode will

be provided to unlock new games for our mobile

application, Bouquet. CREATE IT (2 pages)

Will feature easy craft instructions and some issues will provide direct cutouts

to construct the craft.

EDITORIAL CONCEPT: EDITORIAL FORMULA

INSTA INSPIRATION (Back page) (1 page)

Instagrams from readers with their kids, our crafts, inspiration, etc.

Submissions are valid when users #instainspiration and @Bloom FEATURES FRESHLY CUT (10 pages) (Department in Feature Well) Freshly Cut will feature a fashion editorial spread with the season’s latest trends in

affordable children’s fashion. • Winter story idea – “Winter Wonderland” featuring a full

spread on winter fashion with creative design and

photography.

PROFILE (3 pages) This feature will spotlight various up-and-coming children’s fashion designers and

boutiques. Will include background information, Q&A’s, geographical location and

inspirations.

PHOTO ESSAY (4 pages)

This feature will illustrate a featured mommy blogger’s day, using pictures, outlines,

graphics and captions. It will show how a busy mother can balance work, kids and

staying trendy.

INVESTIGATIVE (6 pages)

This feature will be the basis for the heavier and more serious content. Bloom will use

this feature to investigate various issues in regards to motherhood and raising children.

For example, have an expert talk to us about children’s sleeping habits, dietary

restrictions, mental illnesses or preparing little ones for their siblings on the way.

EDITORIAL CONCEPT: EDITORIAL FORMULA BREAK OF BOOK

Ad

4

Ad

5

Back Cover

Cover Inside Front Cover

Ad

1

TOC

2

TOC

3

Mast

6

Ad

7

Ad

18

Little Nest

19

Little Nest

20

Little Nest

21

Little Nest

22

Little Nest

23

Make This

24

Make This

25

Make This

26

Ad

27

Fast Food

28

Fast Food

29

Top Picks

30

Top Picks

31

Seasonal

32

Sweet Tooth

33

Play It

34

Play It

35

Play It

36

Ad

37

FreshlyCut

48

Freshly Cut

49

Profile

50

Profile

51

Profile

52

Photo Essay

53

Photo Essay

54

Photo Essay

55

Photo Essay

56

Investi-gative

57

Season

16

Season

17

Green House

14

Green House

15

Editors Letter

8

Ad

9

Ad

10

Helping Hands

11

Ad

12

Ad

13

Create It

38

Create It

39

FreshlyCut

40

Freshly Cut

41

Freshly Cut

42

Freshly Cut

43

Freshly Cut

44

Freshly Cut

45

FreshlyCut

46

Freshly Cut

47

Investi-gative

58

Investi-gative

59

Investi-gative

60

Investi-gative

61

Investi-gative

62

Ad

63

InstaInspo

64

InsideBack Cover

EDITORIAL CONCEPT: MEASUREMENT TOOLS PRINT-BASED METHODS

-­‐ Honest Company Sweepstakes: Bloom issues will include a prompt to partake in a sweepstakes for Honest Company products. The sweepstakes will ask readers to fill out a short form to send back to Bloom in order to win a 3-month supply of Honest Company Bundles. The number of forms will be a good measurement of reader interest and involvement.

-­‐ Helping Hands: This print department, located toward the front of our issues, will be dedicated to readers’ personal submissions on how they got their little ones involved in giving back to the community. Focused on eco-friendly and charitable work that the family as a whole can participate in. Bloom will encourage readers to send in their submissions to be featured in the magazine. The effectiveness of this will be measured based on the number of responses.

-­‐ Instagram Feature: This print department will be located at the back of every issue. It will feature top Instagrams sent in from our audience. The focus of the Instagrams should be on kids, their fashion, their playrooms and their imagination. The number of Instagrams using a specific hashtag will allow us to measure the entries.

WEB-BASED METHODS

-­‐ Profile of the Month: This will be parallel to our print department, profiling up-and-coming children’s fashion designers and boutiques. Users will be encouraged to visit direct links to that individual or company website. Web traffic will be the indicator of measurement.

-­‐ Register: Bloom’s main website will offer a unique opportunity to direct readers to the Honest Company’s online registration. In partnership with the Honest Company, our users will be offered a discounted rate by registering through our site. Registration rates and numbers will measure the effectiveness of promoting the Honest Company and can be geographically narrowed.

-­‐ Newsletter: Bloom will produce a monthly newsletter, available online on the main website, to provide a touch of content on the latest fashion, homecare and décor, as well as a message from our sponsor. The number of newsletter subscribers measures the reach of this message.

EDITORIAL CONCEPT: MEASUREMENT TOOLS

SOCIAL MEDIA METHODS

-­‐ Linked Content: Bloom social media accounts will link videos, blogs, and posts of Honest Company content and new products. This can be measured through Google analytics, showing readers’ engagement.

-­‐ Social Media Prompts: Across various platforms, readers will be prompted to post photos or posts describing how they use their favorite Honest Company products. (i.e. “What’s your go-to Honest Company products?”) With a specific hashtag, the hashtag circulation can be measured.

-­‐ Donation Collaboration: For one week each year, Bloom will team up with the Honest Company in their effort to donate to families in need. The donation collaboration will be through Bloom’s social media outlets, offering prizes and other incentives. For example, the Honest Company is a supporter for the St. Jude Children’s Research Hospital. The Honest Company already partakes in a social media effort, which encourages followers to like St. Jude on Facebook, and in response they donate $1. Bloom will join efforts to get our audience members to also like St. Jude on Facebook for a higher donation rate.

MARKETING PLAN: DISTRIBUTION / PROMOTION OVERALL MARKETING STRATEGY AND DISTRIBUTION Bloom’s premiere issue will be distributed at its newsstand cost across the nation. Besides the regular content, this issue will include a promotional insert that includes an introduction to Bloom, a discounted subscription rate and a coupon to the Honest Company. The target audience will be directed at mothers and young children spanning the nation. Besides in bookstores and local grocers, the magazine’s first issue will also be distributed within such places as Gap Kids, baby boutiques and children’s décor establishments. Initially, Bloom would retrieve its initial mailing list from Gap Kids and the Honest Company. Bloom would be strongly partnered with the Honest Company for the first issue to promote the title. As for advertising for the first issue, two months prior to the launch, Bloom will include a paper advertisement within any shipped product from the Honest Company to promote the magazine. SOCIAL MEDIA MARKETING By the time of Bloom premieres, it will have a growing number of social media followers. Bloom’s initial promotions will stem from the Honest Company’s social media base. Several weeks before the first issue, teasers (i.e. editorial photos, magazine layouts) will begin to appear. Links will drive traffic to the Bloom website and social media accounts: @Bloom on Twitter, Instagram, and a Facebook page. After the first issue, Bloom will have a social media push that will ask for feedback. Bloom will initiate a contest on its website for readers to vote for the magazine cover of the second issue. This will drive website traffic and also interest the magazine. We will continuously promote and encourage audience interaction within all of our social media platforms: Facebook, Twitter, Instagram, Pinterest and our website. Bloom’s social media will always keep the sponsor in mind, promoting new products and directing users to their site.

MARKETING PLAN: DISTRIBUTION / PROMOTION THE LAUNCH The premiere issue of Bloom will be published right before the fall season. At this point, the audience will be shopping for back to school, schedules get busier and there’s more foot traffic in stores. Bloom will present and have a stand at three blogger workshops or seminars across the country. Fourteen percent of all American women with children in the household are mom bloggers. 27 This shows that a large part of our target audience and audience influencers will be present at these events. The stand will attract readers by giving away free copies of the premiere issue, as well as discounted subscription rates. CIRCULATION STRATEGY Once Bloom has established their primary audience, it can begin utilizing other platforms to promote to a larger audience. Through periodical e-mailed newsletters, Bloom will show sneak previews of the following issue to drive more readers to the magazine. Bloom will use the Honest Company’s mailing list to contact potential new customers. We’ll be sure to be active on social media as well as keeping our website up to date, with fresh content and new contests and submission ideas. Through these tactics, our presence will begin to grow online. Bloom hopes to reach a 5% growth every year for the first 5 years. DISTRIBUTION With the exception of its premiere issue, Bloom will be distributed nationally in local grocery stores, Targets, Barnes & Nobles and local boutiques. With over 1,000 Target stores and almost 700 Barnes & Noble stores in the United States, Bloom’s presence will be greatly represented.

                                                                                                               27 Scarborough.com/reports

MARKETING PLAN: CIRCULATION COMPETITOR COMPARISON   Total SCS Subs Freq. SCS Price Sub Price

Babiekins 4 $10.00 $30.00 P&N 225,000 12 $5.99 $28.00 La Petite 4 $10.99 Bloom 80,000 20,000 60,000 4 $8.50 $28.99 *Babiekins website and media kit provide very limited information on numbers regarding circulation information. *Pregnancy & Newborn Magazine’s website and media kit also provide very limited information on numbers regarding circulation information. *La Petite is a web-based publication, also available for print. Customers are able to purchase multiples of single copies on their website, but a subscription rate is not available. Ex 1 copy: $10.99, 2 copies: $21.98, 3 copies: $32.97. *Bloom’s single copy sales and subscription sales are an estimate, due to the lack of competitor comparison we have to go off of. CIRCULATION Projected circulation: 80,000 After looking at the competition for Bloom, we have decided that we would have at least 1 million enthusiasts. Bloom casts a wide net for enthusiasts, from expecting mothers, new mothers and mothers with multiple children, Bloom will be relevant to a variety of women, not just those expecting and those with newborns. Although Bloom will appeal to a large demographic, it will only be published four times a year for the first few years, while P&N Magazine is published 12 times a year. Due to its higher cost per single copy/subscription rate, a total circulation of about 80,000 accounts for that fact, and makes it more reasonable. As Bloom becomes published more frequently (6 times a year), the total circulation will raise, to around 100,000.

MARKETING PLAN: CIRCULATION    FREQUENCY Projected frequency: 4 issues annually in the first year(s), working up to 6 issues per year Bloom will take into account every single detail when it comes to content and design. By printing four times a year for the first few years, Bloom will provide readers with season-specific content, from fashion to cooking to home décor. After a few years, Bloom will have a larger budget to work with, and will be able to publish 6 issues per year. Additional issues will be published in July and January for an added “Back to School” and “New Year” issue. COVER PRICE Projected cover price: $8.50 Bloom will be priced at $8.50 per issue. Babiekins is priced at $10.00 an issue. Aware that Babiekins is our biggest competitor, we are setting our price lower to give us an edge. With The Honest Company being a hugely successful company, we hope to capitalize on their support for Bloom in its initial years. SUBSCRIPTIONS Projected subscription price: $28.99 Bloom’s largest target for subscriptions is millennial mothers, defined as adults age 18-29. Within the next year, 13% of millennial mothers are planning on having a baby. 28 In 2011, there were a total of 4.1 million mothers, defined as women between the ages of 15 and 50 who gave birth in the past 12 months.29 Bloom’s subscription rate is based off of the single copy price; readers will save $5.00 by subscribing.

                                                                                                               28 www.reports.scarborough.com 29 Census Bureau  

MARKETING PLAN: ADVERTISING / REVENUE SOURCES ADVERTISING VISION Bloom’s advertising will appeal to mothers who are passionate about making the world better for their children. Mom Bloggers make up a large part of our audience, and Mom Bloggers buying is motivated by environmental concerns and awareness30: > 69% more likely than moms overall to buy organic food on a regular basis > 87% more likely to buy eco-friendly products We want our advertisers to have similar beliefs and goals as our sponsor, The Honest Company. The Honest Company strives to, “Reduce the ubiquitous presence of toxic chemicals in our natural environment (air, soil, oceans, etc.), man-made environments (homes, schools, offices) and our personal environments (industrial pollution inside our own bodies).31” We want to be as loyal to our sponsor as possible, so we will try to include advertisers that do not share any conflict of interest to The Honest Company.

                                                                                                               30 http://www.scarborough.com/reports/products/infographics/mombloggers.html 31 www.honest.com

MARKETING PLAN: ADVERTISING / REVENUE SOURCES ADVERTISING SPECIFICS Bloom will attract wholesome brands as advertisers and will capture the attention of companies that share a similar passion for sustainability. With mothers as our audience, advertisers will want to advertise in Bloom since mothers do a lot of the household shopping. Using one of The Honest Company’s beliefs that everyone should have ideal products that “are not only effective, but unquestionably safe, eco-friendly, beautiful, convenient and affordable,32” we hope to gain other advertisers with similar beliefs. With an audience that has an average annual household income of $75,000, Bloom’s advertisements have to appeal to this demographic. Homecare: The Honest Company, Rubbermaid, Target Décor: Pottery Barn Kids, Land of Nod, IKEA Food: KIND bars, Trader Joes, NatureBox Clothing: Gap, Gap Kids, H&M, Nordstrom, Hautelook.com, Etsy, Zappos.com Beauty: Birchbox, Dr. Hauschka skincare, LUSH Entertainment: Netflix, Groupon, Ticketmaster ANCILLARY PRODUCTS Diaper bags: Bloom’s trendy leather diaper bags will appeal to our audience, trendy moms. Lunch boxes: Bloom’s adorable lunch boxes will appeal to our audience, what trendy mom wants her child taking a sack lunch to school? Backpacks: Bloom’s backpacks will be easy to wash so our readers can spend less time removing stains and more time with their little ones. Children’s coloring and activity book: this activity book will be sold to appeal to our reader’s kids.

                                                                                                               32 www.honest.com  

MARKETING PLAN: ADVERTISING / REVENUE SOURCES ANCILLARY SERVICES App to find babysitters in your area: Bloom will create an app to make mom’s job of finding a last-minute sitter easier. Blog Seminar: Bloom will host a blog seminar for mommy bloggers once a year. Holiday Galleria: Bloom will host an event for vendors (clothing designers, interior designers, etc.) who have been featured in the magazine. Carnival: Once a year, Bloom will host a carnival in the city with the highest readership. COMPETITOR COMPARISON:        Circulation Frequency Rate Base Ad Rate CPM

Babiekins 4 $1,800 P&N 247,107/month 12 225,000 $19,500 $79 La Petite 4 Bloom 80,000 4 80,000 $8,000 $80    Babiekins:

• Babiekins offers its full-page digital ad for $325. Advertisers can receive 15% off by booking three or more digital ads in a single calendar year. Advertisers also have the opportunity to have their ads displayed on Babiekins main web page (ranging $250-$600 a month), image on the slider or video on the main page for $300 a week, newsletter ($250), blog ($100-$200 per month), e-blast ($25 per shout out), video campaign ($450 per video), and a sponsor giveaway ($150 per giveaway).

• Babiekins social media in numbers: Facebook – 20,300+ Instagram – 36K+ Pinterest – 22,000+  

MARKETING PLAN: ADVERTISING / REVENUE SOURCES Pregnancy & Newborn:

• Pregnancy & Newborn provides advertisers for multiple platforms to publish its ads; print magazine, web advertising on PNMAG.com, social media rates, digital magazine and iTunes app rates, inbox correspondence, e-newsletters and digital magazine email.

• Pregnancy & Newborn has a total average audited circulation of 247,107 per month and an estimated readership of 1,000,000 (approx. four readers per copy)33

o 217,516 in doctor’s offices, fully requested in writing o 29,591 individual subscribers and newsstand sales

Little Industry: • Little Industry provides limited information on its website, and does not have its

media kit online. Multiple e-mail requests have been sent to find out more information.

• “The e-magazine is assembled by materials from fashion and design brands as well as various contributions from experts, bloggers and talented photographers with in the environment related to the children’s clothing, design and accessories industry. The advantages of digital publishing allow us to create an interactive magazine, with lots of links to various brands, shops and direct links for our advertisers.”34

                         

                                                                                                               33 Pregnancy & Newborn Magazine 2015 Media Kit 34 http://little-industry.org/about/  

MARKETING PLAN: ADVERTISING / REVENUE SOURCES CPM Blooms print CPM is $80.00. Bloom recognizes a lot of mothers read magazines. Pregnancy & Newborn succeeds due to its popularity and high circulation of almost 250,000 per month. As a starting magazine, Bloom plans to achieve a circulation of 80,000 for the first 5 years. This will be made possible with our audience and the popularity and support from our sponsor, The Honest Company. The web CPM for Bloom is $8.00. RATE BASE Bloom’s projected circulation and rate base is 80,000, less than our competitors and achievable because of the popularity of our sponsor, The Honest Company. Ad Rate: $8,000 Average Discount: 30% Average ad revenue per page: $5,600 For ad rate, we took 10% of our rate base to ensure a profitable rate.

MARKETING PLAN: DESIGN PHILOSOPHY DESIGN PHILOSOPHY Bloom’s design philosophy will incorporate the clean, fresh and organic factors of our

content within the design. Earthy, light pastel tones will accent the magazine.

Photographs will be soft, with a crisp touch, similar to Lovetaza.com. Illustrations with

pops of color and text will be found throughout certain departments and features to

add dimension and whimsy. With fun and playful ideas, Bloom will not stray away from

a modern, hip feel to cater to our style savvy young mothers.

Color Palette35

                                                                                                                 35 Stories.com

MARKETING PLAN: DESIGN PHILOSOPHY MOOD BOARDS:

 

   

MARKETING PLAN: DESIGN PHILOSOPHY

BUDGET: REVENUES 3 YEARS OF 5-YEAR BUDGET

  Year 1 Year 3 Year 5

Number of issues per year 4 4 6 Number of subscribers 60,000 80,000 100,000 Number of SCS 20,000 30,000 35,000 Total circ (rate base) 80,000 110,000 135,000 Sub price ($) $28.99 $29.99 $29.99 Cover price ($) $8.50 $9.50 $9.50

Total pages per issue 64 (+4 cover

pages) 64 (+4 cover

pages) 64 (+4 cover

pages) Ad/edit ratio 20/80 30/70 30/70 Ad pages per issue 13 19 19 Edit pages per issue 51 45 45 Full-color ad rate 1x $8,000 $11,100 $13,500 CPM $80 $110 $135 Average discount (%) 30% 25% 25% Avg. revenue per page (w/ discount) $5,600 $8,325 $10,125

                                             

     

       BUDGET: REVENUES REVENUES Revenues

Revenue from subs ($) $1,739,400 $2,399,200 $2,999,000 Revenue from SCS ($) $340,000 $570,000 $997,500 TOTAL Revenue from circ ($) $2,079,400 $2,969,200 $3,996,500 TOTAL Revenue from advertising ($) $291,200 $632,700 $1,154,250

TOTAL REVENUE $2,370,600 $3,328,900 $5,150,750

EXPENSES Expenses Advertising $545,238 (23%) $665,780 (20%) $978,643 (19%)

Circulation $971,946 (41%) $1,298,271

(39%) $1,751,255

(34%) Salaries $237,600 (10%) $332,890 (10%) $515,075 (10%) Distribution $260,766 (11%) $332,890 (10%) $515,075 (10%) Production $426,708 (18%) $604,602 (18%) $824,120 (16%) Administration $189,648 (8%) $266,312 (8%) $412,060 (8%)

TOTAL Expenses $2,631,996

(111%) $3,500,745

(105%) $4,996,228

(97%)

Net income -261,396 -171,845 154,522

BUDGET: SALARIES SALARIES

  Year 1 Year 3 Year 5

Salaries Total Salaries: 237,600 332,890 515,075

Editorial Director $38,016 $53,262 $82,412 Editor (Executive) $30,888 $43,194 $66,959 Managing Editor $26,136 $36,618 $56,658 Senior Editor $26,136 $36,618 $56,658 Writer $21,384 $29,960 $46,356 Proofreaders $19,008 $26,631 $41,206 Copy Editors $19,008 $26,631 $41,206 Editorial Assistant $14,256 $19,973 $30,905 Art Director $28,512 $39,947 $61,809 Designer $14,256 $19,973 $30,905

Freelance Editorial cost per page (writing, editing, proofing, photography)

With photography $500-$900 Without photography $350

Digital Social Media Director $12,000

Blog Coordinator $12,000 Total Digital: $24,000

Ad Staff Publisher / Ad Sales Director $75,000

Regional Manager $72,000 Ad Salesperson $42,000 Production Manager $40,000-$45,000 Circulation Manager $43,000