top of page

Modern Ruins

Modern Ruins is a creative content project that explores the haunting stories and visual narratives of abandoned places. This case study showcases my ability to produce compelling content that aligns with a brand identity, as well as develop and tailor a distribution strategy to promote the assets.

​

​

Watch the podcast trailer and view the full campaign outline below.

Podcast Trailer

VIDEO DESCRIPTION:

 

​​What happens when a theme park becomes a ghost town? This trailer for the podcast Modern Ruins explores the haunting story of Six Flags New Orleans, an amusement park left to decay in the wake of Hurricane Katrina.

​

Modern Ruins dives into the chilling world of urban exploration, uncovering the stories and echoes left behind in America's most iconic abandoned places. This project demonstrates a multi-platform content strategy, from audio production to visual identity.

ABOUT THIS PROJECT
​

This is a creative portfolio piece conceptualized, produced, and edited by Brian Maassen.​

Campaign Goal

 

The primary goal of this campaign is to maximize discoverability and drive a large number of downloads and subscriptions within the first seven days to secure a spot on podcast apps' "New & Noteworthy" or "Top Charts" lists. This early momentum is crucial for long-term growth.

 

Phase 1: Pre-Launch (3-4 Weeks Out)

 

This phase is about building anticipation and a core audience of people who are ready to listen on day one.

  • Create a Digital Home: Create a website for the podcast, as well as social media pages on Facebook, Instagram, Tik-Tok, Twitter, etc.

  • Submit to Directories: Submit the podcast feed to all major podcast directories. Apple Podcasts, Spotify, Google Podcasts, and Amazon Music are a must.

  • Content Teasers: Start posting teaser content on social media. This includes the "behind the scenes" of the production, graphics, and short, intriguing video clips. Post these 2-3 times per week.

  • Build an Email List: Make simple landing page on the website to capture emails. Offer a sneak peek or a bonus to encourage sign-ups.

 

Phase 2: Launch Week (Day 1 - Day 7)

 

This is the most critical time for the podcast. The goal is to generate a massive surge of activity.

  • Launch Day Announcement (Day 1): Post a major announcement across all social media channels. The post should include the trailer video, a compelling caption, and a clear call to action (CTA).

  • Email Blast (Day 1): Send a dedicated email to the list announcing the launch of the podcast. Include a direct link to the first episode and a strong CTA to subscribe and leave a review.

  • Personal Outreach (Day 1-2): Reach out directly to personal network (friends, family, colleagues) and ask them to listen and leave a review. Personal shares are incredibly valuable.

  • Encourage Reviews & Subscriptions: Reviews and subscriptions are key ranking factors. Dedicate a social post and an email on Day 3 or 4 specifically to encouraging listeners to leave a rating and review on Apple Podcasts.

 

Phase 3: Ongoing Promotion (Post-Launch)

 

Once the initial launch is over, the work continues. Consistency is the key to long-term success.

  • Consistent Posting Schedule: Post new content for each episode. This includes a new video trailer, quote cards, and a new call-to-action for each release.

  • Repurpose Content: Turn long-form audio into short, engaging clips for social media.

  • Community Engagement: Respond to every comment on social media posts. Engage in conversations related to the topic and build a community around Modern Ruins.

 

Key Distribution Channels

 

  • Podcast Directories: Apple Podcasts, Spotify, Google Podcasts, Amazon Music.

  • Social Media: Instagram (for visual trailers), Twitter (for quick, text-based updates), LinkedIn (for a professional and strategic audience).

  • Email: Direct line to potential listeners.

 

Content Calendar & Copy Examples

 

 

Social Posts

 

  • Pre-Launch: Something spooky is coming. We're getting ready to launch our new podcast, Modern Ruins. Subscribe to our mailing list for a sneak peek. Link in bio!

  • Launch Day: It's here! The first episode of Modern Ruins, a podcast about abandoned places, is live now. Listen to the haunting story of Six Flags New Orleans. Link in bio!

  • Launch Week: If you loved the first episode of Modern Ruins, a 5-star rating and a review on Apple Podcasts would mean the world to us. It helps new listeners find the show!

 

Email Copy

 

  • Pre-Launch: We're launching soon! Modern Ruins, a new podcast about abandoned places, is coming (insert date). Here's a quick look at the logo and trailer we've created.

  • Launch Day: The wait is over. Modern Ruins is LIVE! Listen to our first episode on the eerie history of Six Flags New Orleans. You can find us on Spotify, Apple Podcasts, and wherever you get your podcasts.

  • Launch Week: Just a quick reminder: if you've listened to Modern Ruins, please take a moment to leave a review. Your support helps us tell more stories!

bottom of page