Open House & New Units Marketing — 2026-04-05
Overview
Planning call with Dawn Zaemisch (Skaalen) to finalize marketing assets for the March 20 Open House and kick off a new unit marketing packet targeting Skaalen's 225-person waitlist. Sebastian Gant was introduced as a secondary account manager on the account.
Attendees:
- Dawn Zaemisch — Skaalen (dzaemisch@skaalen.com)
- Melissa Cusumano — Asymmetric
- Sebastian Gant — Asymmetric (new, secondary account manager)
Key Decisions
- Open House date confirmed: Friday, March 20, 2–6 PM
- Newspaper ads to run the week of March 9; Dawn will confirm sizes and deadlines for Stoughton, Edgerton, Oregon, and possibly Evansville papers
- Flyer will be updated from the previous 3-location version: remove Magnolia, add Skaalen Ridge and Therapy & Wellness Center
- Website banner approved for homepage and relevant sub-pages
- New unit marketing packet will be print-only initially (via Inkworks); no email, social, or print ads until the waitlist is exhausted
- Sebastian Gant added to all Skaalen communications going forward; Dawn to CC him on asset emails
- "What to Bring" list placed on hold — Dawn will follow up with Simone, as the current draft is incomplete
Action Items
| Owner | Task | Deadline |
|---|---|---|
| Dawn | Confirm newspaper ad sizes and submission deadlines for all publications | ASAP (ads due ~March 5) |
| Dawn | Send new unit assets (PDFs, PNGs — floor plans, renderings, campus map) to Melissa and Sebastian | Immediately |
| Dawn | Follow up with Simone for complete "What to Bring" list | Before next monthly call |
| Melissa | Prioritize Open House assets: newspaper ads, updated flyer, website banner | March 5 target for pub deadlines |
| Melissa | Begin design of new unit marketing packet once assets received | After Open House assets |
| Melissa | Send batch of social media posts to Dawn for review | Within 1–2 days of call |
Open House Marketing Plan
Event: Friday, March 20, 2–6 PM
Focus areas:
- Heritage Center — newly remodeled areas
- Skaalen Ridge — waitlist-building; all units currently full but turnover anticipated in ~18 months
- Skaalen Heights
- Skaalen Therapy & Wellness Center — showcase new in-house staff and facilities; refreshments served here
Promotional assets:
| Asset | Notes |
|---|---|
| HubSpot email invite | To all contacts in HubSpot |
| Newspaper ads | Stoughton, Edgerton, Oregon papers confirmed; Evansville TBD (Dawn to verify). Run week of March 9. Sizes TBD — previously ~2-column × 5-inch |
| Flyer | Update prior 3-location flyer: remove Magnolia, add Skaalen Ridge + Therapy & Wellness Center |
| Website banner | Homepage + relevant sub-pages (e.g., Independent Living) |
On-site logistics: Skaalen will use existing "Open House" signs for wayfinding; no additional signage needed from Asymmetric.
New Unit Marketing Packet
Goal: Professional print packet to present new units to Skaalen's existing 225-person waitlist before any public promotion. If the waitlist doesn't fill units, broader channels (email, social, print ads) will be considered later.
Unit details:
| Item | Detail |
|---|---|
| Type | Life lease |
| Buy-in | $375,000 |
| Equity return | 90% |
| Earnest payment | $50,000 (due when unit selected) |
| Monthly maintenance fee | $600/month through December 2026 |
Packet contents:
- Floor plans (exterior unit + interior unit)
- Renderings: kitchen/dining, living room, sunroom, bedroom (additional renderings expected from builder)
- New campus map
Design direction: Melissa has creative freedom on orientation (portrait vs. landscape) and layout. Dawn prefers individual pages for floor plans; renderings may be half-page. Skinnier header on interior pages to maximize image space.
Print vendor: [1] (local Stoughton shop, previously used for Skaalen work)
Distribution: Print only, initially. No email, social media, or print advertising planned at this stage.
Team Updates
- Sebastian Gant (Asymmetric) — introduced as secondary account manager for Skaalen. Dawn to CC him on all asset and project emails going forward.
- Nick Walker (Asymmetric) — Melissa's new administrative assistant; will be introduced on the next monthly call. Will take over marketing execution tasks including social media. Has a short film background; expected to strengthen social content.
- Raphael remains a quick-touch contact for website updates (Maggie, Carrie, Stephanie).
Related
- [2]