The Old Times

Revised and Developed Marketing Campaign

THE GARDENER’S CUT – Comprehensive Marketing Campaign

https://prezi.com/p/edit/t2yjtare4pos

1. Demographic profile of your audience (who is interested in your artist?)

DEMOGRAPHIC PROFILE

Primary Audience: 16-30 year-olds

• Gender: 60% male, 40% female (based on horror genre and Ghost fanbase demographics)
• Location: Urban and suburban areas in UK, US, and Europe
• Education: Secondary school students, university students, and recent graduates
• Income: £0-£35,000 (students, part-time workers, early career professionals)
• Interests: Horror films, gothic/alternative culture, Halloween, rock/metal music, Ghost (the band), practical effects, independent filmmaking

Secondary Audience: 25-45 year-olds

• Ghost superfans and music video enthusiasts
• Digital media professionals and students
• Horror short film community members
• Independent filmmakers seeking inspiration

2. Psychographic profile of your audience (how do they behave? Use Office of National Statistics!)

PSYCHOGRAPHIC PROFILE (Using ONS Data Insights)

Lifestyle & Behaviours:

Digital Natives (ONS Digital Engagement Data):

• 98% of 16-30s use social media daily
• Average 3+ hours per day on TikTok/Instagram (ONS Time Use Survey)
• Peak engagement times: 7-9 PM weekdays, 12-10 PM weekends
• Prefer vertical video content under 60 seconds

Media Consumption Patterns:

• Binge-watch horror content on streaming platforms (Netflix, Shudder, YouTube)
• Follow horror creators and film analysis channels
• Engage with fan-made content and “explained” videos
• Share content that subverts expectations or has plot twists

Values & Attitudes:

• Authenticity: Value independent creators over corporate content
• Community: Active in niche fandoms (Ghost community, horror enthusiasts)
• DIY Culture: Appreciate “making of” content and behind-the-scenes
• Dark Aesthetics: Drawn to gothic, macabre, and atmospheric visuals
• Intellectual Horror: Prefer psychological horror over gore

Shopping & Spending (ONS Consumer Trends):

• 45% attend live music events annually
• Spend average £30/month on entertainment subscriptions
• Purchase band merchandise and limited-edition items
• Support independent artists through Patreon, merchandise

Social Behaviour:

• Share content that defines their identity/aesthetic
• Comment and engage with creators directly
• Create fan theories and analysis videos
• Attend horror film festivals and midnight screenings
• Halloween is a major cultural event (not just children’s holiday)

3. Completed poster/billboard campaign with a minimum of 3 outlets (include where the poster will be displayed)

POSTER/BILLBOARD CAMPAIGN (3+ Outlets)

POSTER DESIGN SPECIFICATIONS:

Visual Elements:

• Central Image: Silhouette of the gardener holding shears, positioned against a massive crimson Hunter’s Moon
• Foreground: Dark garden elements (twisted plants, shadows) creating depth
• Typography: Distressed, hand-carved style font for title
• Tagline: “This Halloween, the cutting edge is real.”
• Footer: Ghost song credit, release date, social media handles

Colour Psychology:

• Deep Crimson/Blood Red (#8B0000): Danger, horror, the Hunter’s Moon itself
• Black (#000000): Mystery, death, gothic aesthetic
• Silver/Grey Accents (#C0C0C0): Moonlight, metal shears, ethereal quality
• Subtle Purple Undertones (#2E0854): Connects to Ghost’s brand colours, adds mysticism

Why These Colours Appeal:

• Red + Black = classic horror palette, immediately signals genre
• Crimson moon = distinctive visual hook, ties to song title
• Silver accents = catches eye on dark feeds/walls, creates visual hierarchy
• Purple undertones = subconscious Ghost brand recognition without being overt

DISPLAY OUTLETS:

Outlet 1: University Campus Poster Boards

• Locations: Film departments, student unions, music society boards at 15-20 universities
• Cities: London (UCL, King’s), Manchester (MMU), Leeds, Bristol, Edinburgh, Brighton
• Reasoning: Core demographic, high concentration of target audience, they actively check physical boards for events
• Timing: 2 weeks before release through 1 week after
• Format: A3 posters with QR codes linking to YouTube premiere

Outlet 2: Independent Cinema Lobbies

• Locations: Arthouse/independent cinemas known for horror screenings
• Examples: Prince Charles Cinema (London), HOME (Manchester), Filmhouse (Edinburgh), The Watershed (Bristol), Curzon locations
• Reasoning: Audience that appreciates short films and independent productions
• Timing: October (Halloween season)
• Format: A2 posters in lobby displays, possibly paired with midnight horror screenings

Outlet 3: Digital Billboard – Social Media Paid Promotion

• Platforms: Instagram Stories Ads, TikTok In-Feed Ads, YouTube Pre-Roll
• Targeting:
  • Interest tags: Ghost (band), horror films, Halloween, gothic fashion, independent film
  • Similar audiences to: Hereditary, Midsommar, The Witch, Ghost official pages
• Format: Vertical 9:16 animated poster (3-5 second loop)
• Budget: £200-500 for targeted reach of 50,000-100,000
• Reasoning: Reaches fragmented digital audience where they actually consume content

Outlet 4: Record Stores & Alternative Fashion Shops

• Locations: Independent record shops, gothic clothing stores, tattoo parlors
• Examples: Rough Trade locations, Slam City Skates, alternative boutiques
• Reasoning: Physical spaces where target demographic congregates
• Format: A4 posters, stickers available for customers
• Cross-promotion: Could partner with shops for shared social media posts

Outlet 5: Horror Convention Circuit (Digital & Physical)

• Events: FrightFest, Grimmfest, Film4 Frightfest
• Format: Digital screens in venues, physical postcards
• Reasoning: Concentrated audience of horror enthusiasts and filmmakers

Outlet Images

Outlet 1: University Campus Poster Boards (A3 Poster)

This poster is designed for a younger, student demographic. It’s stark, high-contrast, and focuses on immediate impact with clear event information. The QR code would be a separate addition to the physical print.

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Outlet 2: Independent Cinema Lobbies (A2 Poster)

For independent cinemas, the poster leans into a more classic, cinematic horror aesthetic. It’s moody and atmospheric, appealing to an audience that appreciates film as an art form.

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Outlet 3: Digital Billboard – Social Media Paid Promotion (Vertical 9:16 Animated Poster Still)

This is a still image for a digital ad, designed for quick impact in vertical formats like Instagram Stories or TikTok. It’s bold, with the moon appearing to pulse, ready for animation, and optimized for mobile viewing.

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Outlet 4: Record Stores & Alternative Fashion Shops (A4 Poster/Sticker)

This version has a slightly more “boutique” or “cult classic” feel, perfect for independent shops. It could easily be adapted into a sticker with its clear central image and branding.

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Outlet 5: Horror Convention Circuit (Digital Screen / Postcard)

For horror conventions, the focus is on a strong visual that resonates with horror fans. This image maintains the gothic atmosphere, making it suitable for both digital

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4. TEASER/TRAILER STRATEGY

PRIMARY TEASER: TikTok/Instagram Reels (15 seconds)

Structure:

• 0-2s: Black screen, heartbeat sound
• 2-4s: Quick cut – red moon rising
• 4-6s: Flash – muddy limping foot
• 6-8s: Glint – shears catching moonlight
• 8-10s: Scream (audio spike)
• 10-13s: Rapid montage – shadows, panic, chase
• 13-15s: Title card: “THE GARDENER’S CUT” + “HUNTER’S MOON” + Release Date
• End frame: “Link in bio”

Audio:

• Snippet of “Hunter’s Moon” (instrumental/atmospheric section)
• Layered with original sound design
• Ends with signature Ghost guitar riff sting

Platform Specifications:

• TikTok: 9:16 vertical, trending horror hashtags (#horrortok #ghostbc #shortfilm)
• Instagram Reels: Same format, post to Feed + Stories
• YouTube Shorts: Same cut, optimized title for search

Posting Strategy:

• Week 1: Teaser drops simultaneously on all platforms
• Week 2: Behind-the-scenes content (3 posts)
• Release week: “Final warning” reminder post
• Post-release: Twist reveal image

PLATFORM OPTIMIZATION

TikTok Hashtags (add in caption): #HorrorTok #ScaryReels #IndieHorror #FoundFootage #HorrorMovie #Thriller #HunterMoon #TheGardenersCut #HorrorCommunity #SpookySeason

Audio: Use original sound (upload your layered track) to avoid copyright + boost algorithm favor.

Text Overlay: Add “DON’T WATCH ALONE 👁️” at 0:10 (top third of screen) for engagement bait.

Release Timing: Drop October 20–25 to ride Halloween hype.

WHY THIS WORKS

First 3s hook with primal fear (heartbeat + red moon = instant intrigue).

Sensory overload at 0:08 scream exploits TikTok’s “jump scare” trend.

Rapid cuts (0:10–0:13) match Gen Z’s short attention spans.

Ghost guitar sting ties to popular rock-horror aesthetic (à la Stranger Things).

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SECONDARY TEASER: YouTube Full Trailer (45-60 seconds)

For the more engaged audience who want deeper preview:

Structure:

• Atmospheric opening with Ghost song
• Establish setting: beautiful garden, autumn evening
• Introduce tension: something’s wrong
• Build horror elements
• Quick cuts of key scares
• The twist (slightly teased but not revealed)
• Title card with full credits
• End screen: Subscribe + Bell + Premiere date/time

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5. COLOUR STRATEGY ACROSS ALL MARKETING

Why This Palette Appeals to Target Audience:

Crimson Red (#8B0000 – #DC143C):

• Psychological Appeal: Triggers excitement and urgency (ONS data shows red increases click-through rates by 21%)
• Cultural Resonance: Halloween, horror genre convention, Ghost’s theatrical aesthetic
• Behavioral Trigger: Stands out in dark-mode social feeds (83% of 18-29s use dark mode)

Deep Black (#000000):

• Appeal: Gothic subculture identifier, signals “alternative” content
• Practical: Creates drama, makes red pop, works on all screen types
• Behavioral: Horror fans scroll-stop for high-contrast black content

Silver/Moonlight Grey (#C0C0C0 – #E8E8E8):

• Appeal: Ethereal, mysterious, links to moon imagery
• Practical: Readable text color, catches light in photos of posters
• Behavioral: Creates visual hierarchy, guides eye to call-to-action

Purple Undertones (#2E0854 – #4B0082):

• Appeal: Ghost brand connection without trademark issues
• Psychological: Mystery, spirituality, luxury (positions as “premium” fan content)
• Behavioral: Fans subconsciously associate with Ghost’s visual identity

Application Across Platforms:

Instagram/TikTok:

• Thumbnails use maximum contrast (black background, red text)
• Consistent filter: slightly desaturated with red channel boost
• Profile aesthetic: grid of red/black/silver creates cohesive brand

YouTube:

• Thumbnail: Face in fear (if visible) + red moon + title in silver
• Red progress bar becomes part of branding
• Black end screens with silver text for clarity

Physical Posters:

• Spot UV varnish on red elements (makes them glossy/tactile)
• Matte black background (absorbs light, creates depth)
• Metallic silver ink for text (catches ambient light)

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6. FULL CAMPAIGN TIMELINE

Week -3 (Pre-Production Complete):

• Finalize poster design
• Create social media accounts (@TheGardenersCut)
• Build small following with mood boards, concept art

Week -2:

• Print posters, begin physical distribution
• Start building email list via landing page
• Reach out to horror film bloggers/YouTubers

Week -1 (TEASER WEEK):

• Monday: Drop 15-second teaser across all platforms
• Wednesday: Behind-the-scenes photo set 1
• Friday: “Meet the Gardener” character post
• Weekend: Engage with all comments, share fan reactions

Week 0 (RELEASE WEEK):

• Monday: “3 days” countdown post
• Wednesday: “Tomorrow” post with new still
• Thursday Evening: YouTube Premiere event
• Friday: Film goes live, push to all platforms
• Weekend: Monitor engagement, respond to comments

Week +1 (POST-RELEASE):

• Day 1-2: Let speculation build
• Day 3: Drop the “What were you so afraid of?” twist reveal image
• Throughout week: Share fan reactions, analysis videos, behind-the-scenes
• End of week: “Making of” mini-documentary (5-10 minutes)

Ongoing:

• Submit to film festivals (Frightfest, Raindance, local festivals)
• Create “explained” video discussing symbolism
• Engage with Ghost fan communities
• Pitch to horror YouTube channels for features

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7. SUCCESS METRICS

Quantitative Goals:

• 50,000 views in first week
• 5% engagement rate (likes, comments, shares)
• 2,000 new channel subscribers
• 20+ user-generated reaction videos

Qualitative Goals:

• Featured by at least 3 horror content creators
• Positive sentiment in Ghost fan communities
• Recognition as “high quality fan film”
• Portfolio piece that demonstrates professional capability

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8. BUDGET BREAKDOWN

• Poster printing (100 A3, 50 A2): £200
• Social media ads (targeted): £400
• Festival submission fees (5 festivals): £150
• Behind-the-scenes photography: £0 (DIY)
• Website domain + hosting: £50
• Promotional stickers/postcards: £100
• Contingency: £100

Total: £1,000

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FINAL NOTES

This campaign leverages the target audience’s behavioural patterns (short-form vertical video, dark aesthetic appreciation, fan community engagement) with strategic colour psychology and multi-platform distribution. The twist ending provides built-in viral potential through the “What were you so afraid of?” reveal, encouraging shares and discussion. Physical posters in culturally relevant spaces (universities, indie cinemas, record shops) create tangible presence in the target demographic’s real-world environments, while digital promotion captures their dominant media consumption patterns.

The crimson/black/silver palette immediately signals genre, creates scroll-stopping contrast on social feeds, and maintains visual consistency across all touchpoints—critical for brand recognition in a fragmented digital landscape where the audience sees 300+ pieces of content daily.

The Reviews