Skaalen Monthly Marketing Call — December 2025

Date: December 2025
Next Meeting: January 8, 2026
Source: Fathom Recording

Attendees

Overview

Monthly marketing review covering Google Ads performance, a new billboard initiative targeting competitor displacement on Stoughton's west side, website updates tied to U.S. News & World Report awards, and holiday marketing planning. A key strategic thread throughout: Kettle Park and Nazareth have both recently changed ownership, generating inbound calls from unhappy residents — Skaalen is actively positioning to capture this demand.

Key Decisions

• Competitor Google Ads campaign: Run for one more month despite zero conversions; re-evaluate at January 8 meeting. Rationale: ownership changes at Kettle Park and Nazareth may drive search activity from displaced residents and families.
• Billboard location: Target Stoughton's west side (Highway 138 to Highway B corridor, near Walmart) rather than downtown, to reach the Kettle Park/Nazareth catchment area. Timing post-spring once downtown construction detour resolves.
• Award badges: Add 2026 U.S. News & World Report badges to the website immediately — no need to wait until January.
• Water aerobics CTA: Change to "Call for details" to manage class capacity rather than listing specific times.
• Budget: Hold Google Ads budget steady; do not increase branded campaign spend to the AI-recommended $66/day at this time.

Google Ads Performance

Total budget: $2,250/month | Actual spend last month: ~$1,200

Notes:
- Branded campaign is the clear performer. Top search terms are "Skaalen," "Skaalen Retirement," "Skaalen Stoughton" — existing brand awareness driving results.
- Retirement campaign drives volume at 10x the cost of branded but still viable given the value of a single placement.
- Competitor campaign (bidding on terms like "Kettle Park," "Nazareth," "Oak Creek") has produced zero conversions. Decision to hold one more month given competitor ownership disruption.

Planned Optimizations

• Ad copy headlines: Add messaging emphasizing longevity and stability — "Caring since 1900," "Non-profit," "Award-winning senior living," "Best short and long-term care."
• Keywords: Add broader terms — "Assisted Living," "Retirement Center," "Senior Citizens Living."
• Lead form extensions: Explore adding Google Ads native lead forms for faster capture (currently forms only exist on landing pages).
• Negative keywords: Remove 225+ non-serving keywords cluttering the account.
• Search partners: Investigate enabling search partners (currently disabled across campaigns).

Billboard Initiative

Goal: Capitalize on competitor instability (Kettle Park and Nazareth ownership changes) by promoting Skaalen's U.S. News & World Report awards and stability.

• Creative: Feature 2026 U.S. News award badges; use current Skaalen logo (not anniversary version). Simple, badge-forward design similar to last year.
• Location: Stoughton west side — Highway 138 to Highway B corridor (near former BBGs/Walmart area). Avoids downtown construction detour issues.
• Timing: Post-spring, once downtown detour resolves. West side location is not affected by the detour.
• Vendor: Adams (Melissa to contact for availability and pricing).
• Secondary benefit: May attract staff from competitor facilities as well as residents/families.

Website Updates

Additional:
- Facebook post announcing both U.S. News badges (Maggie to coordinate with Melissa).
- Email blast to announce awards (Dawn confirmed interest).
- McFarland location also received a U.S. News award — badge received same day as meeting; Melissa to coordinate separately.

Holiday & Seasonal Marketing

• O'Rourke publication ad: Holiday thank-you ad, ~$40, deadline December 18. Melissa to draft; likely a combined thank-you to residents and staff.
• Family-focused marketing discussion: Thanksgiving holiday surfaced an uptick in calls from out-of-state family members visiting parents. Team discussed reaching this audience but concluded:
• Direct mail timing is difficult (families may not be local after the holidays).
• Google Ads geo-targeting should ensure ads reach Dane County and Rock County searches, not just Wisconsin-restricted.
• Tabled for now; Melissa to research family-focused marketing strategies for future planning.

Property & Construction Updates

• Fourplex: Construction started ~November 10. Units will be larger than existing models with two-car garages; pricing TBD. Units 302 and 303 already spoken for.
• Heritage Center remodel: Expected completion by January 1.
• Community room & front entrance refresh: Scheduled to begin around January 1.
• New photos needed once construction/remodels complete.

Action Items

Melissa (Asymmetric)

• [ ] Contact Adams for west-side billboard availability and pricing
• [ ] Add 2026 U.S. News award badges to website (all relevant pages + careers)
• [ ] Draft holiday thank-you ad for O'Rourke publication (due December 18)
• [ ] Update water aerobics section: change CTA to "Call for details"
• [ ] Update Assisted Wellness Services page photo (once received from Kris/Karen)
• [ ] Update property map to show fourplex construction
• [ ] Implement Google Ads optimizations: new headlines, keyword additions, negative keyword cleanup
• [ ] Explore lead form extensions with Google specialist
• [ ] Research family-focused / out-of-state family marketing strategies
• [ ] Follow up with Mylene for December social posts (including Sunday worship post)
• [ ] Draft Facebook post announcing U.S. News awards (coordinate with Maggie)

Kris / Skaalen

• [ ] Get new therapy team photo from Karen for Assisted Wellness Services page
• [ ] Get final 2026 content updates from Tammy (Monday)
• [ ] Review and approve Google reviews Melissa sent in October for website addition

All

• [ ] Re-evaluate Competitor Google Ads campaign at January 8, 2026 meeting
• [ ] Assess billboard options/pricing once Adams responds

Transcript Excerpts

On competitor opportunity:
"With the change of ownership at Kettle Park again, I mean, is that something maybe we would want to just run, continue running? [...] Tammy said the same thing Monday. She had that one call that, looking for a room." — Kris Krentz

On billboard west-side rationale:
"Or would that be another reason to post that billboard on the west side of town? [...] If we can infiltrate their area, that would be incredibly smart." — Kris Krentz / Melissa Cusumano

On brand strength:
"Reputation is what I keep hearing." — Jenny
"Oh, I've only heard great things about Skaalen. So that's why they're finding you that way." — Melissa Cusumano

On longevity messaging:
"With everybody else going through so many changeovers in ownership, is there any benefit to using words to the effect that we haven't had any changes, we've been consistent, we're here?" — Kris Krentz
"Yeah, and maybe highlighting non-profit too — I always think that's a big thing people don't always think about." — Maggie

Related

• ^[1]
• ^[2]
• ^[3]