Venaval Unit Packet & Marketing Initiatives — 2026-03-25
Overview
Working session between Dawn Zaemisch (Skaalen) and Melissa Cusumano (Asymmetric) covering four main areas: finalizing the Venaval new-unit sales packet, kicking off the "Skaalen Community Finder" website wizard, planning the April 9 Stoughton Community Expo booth, and aligning on social media and blog priorities.
Attendees:
- Dawn Zaemisch — Skaalen (dzaemisch@skaalen.com)
- Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro)
Key Decisions
- Venaval packet is finalized pending Chris's sign-off; no further structural changes needed before print.
- Location distance copy removed ("12 miles from McFarland / 20 miles from Madison") — not relevant for the target audience of existing residents and waitlist prospects.
- Notes section added to pricing page — wide-spaced lines at 12pt font so prospects can write questions and answers during sales meetings with Dawn.
- Skaalen Ridge reclassified as Independent in the Community Finder framework (does not provide ADL assistance).
- Memory Care language softened from "no memory issues" to "some memory issues" to accurately reflect that residents may need reminders (meals, baths, medications) while still being appropriate for the setting.
- Community Expo booth strategy: drop outdated marketing boards entirely; use Venaval renderings, marketing handouts, and staff in Skaalen shirts only.
- Cook recruitment post will be boosted this week; may be boosted again given critical staffing need.
Action Items
| Owner | Item | Due |
|---|---|---|
| Dawn | Get Chris's approval on final Venaval unit packet Word doc | ASAP |
| Dawn | Circulate "Skaalen Community Finder" framework to Chris, Maggie, Emma, Simone, Tammy, Jenny for feedback | Immediately |
| Dawn | Review Continuum of Care blog update (sent Feb 27) and approve | Pending |
| Melissa | Boost cook recruitment social media post (Sebastian to execute) | This week |
| Melissa | Send two new blog topics to Dawn for approval | Within 2 weeks |
| Melissa | Meet with Mark to scope Community Finder wizard build once framework feedback is received | After framework approval |
Venaval Unit Packet
The packet focuses exclusively on the new Venaval units to support current sales to existing residents and the 225-person waitlist. No intake forms are included at this stage.
Edits made in this session:
- Sunroom photos consolidated onto one page with guest bedroom and guest bath (previously a standalone page)
- Location distance references removed from intro copy
- Font standardized to Raleway throughout (had drifted to Calibri in the pricing section)
- Pricing page updated: "Notes" header added with wide-spaced table lines at 12pt for legibility with mature adult readers
- Footers omitted to keep printing simple for Dennis
Next step: Melissa sent the final Word document to Dawn during the call. Dawn will route to Chris for final approval before printing.
"I want to focus on these right now until I get them filled. And then next year, when we have to combine this with our existing, then we're going to have to massage this and make it work." — Dawn
Skaalen Community Finder Website Wizard
An interactive questionnaire tool ("wizard") to be built into the Skaalen website. Prospects answer a series of questions and the tool recommends the appropriate care level and community.
Framework document: Originally drafted by Melissa (AI-assisted) and sent March 5. Dawn will circulate to the team for feedback before Melissa and Mark begin development.
Framework updates made in this session:
| Change | Detail |
|---|---|
| Skaalen Ridge → Independent category | Does not provide ADL assistance; meals only |
| Memory Care language | Changed from "no memory issues" to "some memory issues" — residents may need reminders for meals, baths, medications |
Recommended output logic (as drafted):
- Independent, no care needed → Skaalen Ridge + other independent options
- Needs ADL help, some memory issues → Assisted Living / Memory Care options
- Faith/Christian community environment → noted as a preference filter, not a placement decider (all campus residents can access worship and chaplain services)
Faith note from Dawn: Any resident across the Skaalen campus can attend worship or contact the chaplain regardless of care level.
Next step: Dawn circulates framework for team feedback → Melissa updates → Melissa meets with Mark to scope the build.
Stoughton Community Expo — April 9
Event: Stoughton Community Expo, Thursday April 9, 4:30–6:30 PM, Stoughton Ice Arena (tables on the arena floor, no backdrop infrastructure).
Problem: Existing marketing boards are outdated and Dawn does not want to display them.
Agreed booth approach:
- Staff in Skaalen shirts
- Marketing handouts
- Printed Venaval renderings (from Dennis) as a visual draw — replaces the old boards
Melissa and Mark may attend to explore other business development conversations at the expo.
Social Media & Blog
Cook Recruitment
- New social post created by Sebastian (Asymmetric's new social media contractor, Philippines-based)
- Dawn and Sam approved the post
- Melissa to follow up with Sebastian to confirm boost is live post-call
- Additional boosts likely given urgency of cook staffing need
Continuum of Care Blog Update
- Draft sent by Melissa on February 27 — pending Dawn's review
- Update adds descriptive paragraph copy and a link for each community/care level
- Original blog was "bare bones"; update improves SEO and user navigation
- Action: Dawn to review and approve so Melissa can publish
Upcoming Blog Topics
- First two 2026 blogs already approved and published (February 18–19)
- Melissa will send two new topic proposals to Dawn within two weeks
- Dawn is going on vacation; Melissa will send regardless for async review
Other Notes
- Nick (Skaalen internal) has been onboarded to HubSpot and is learning the marketing workflows. Dawn notes he is thorough and intelligent but there is a learning curve; she is managing the coaching dynamic.
- Website refresh: Both Dawn and Melissa acknowledge the site is ~5–6 years old and could use a refresh, but the waitlist performance means it is not a priority. The Community Finder wizard is seen as the meaningful 2026 update that modernizes the site without a full rebuild.
- Stock photos policy: Dawn prefers stock photos over staff/resident photos to avoid the churn of updating images when staff leave or residents pass.
- HubSpot spam contacts: Dawn has been deleting unsolicited marketing outreach contacts in HubSpot rather than engaging. Melissa confirmed this is the right approach; will discuss further with Mark.
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