Skaalen Comprehensive Marketing Refresh
Overview
Following the release of new financial data on November 17, 2025, Skaalen Retirement Services initiated a comprehensive refresh of all print marketing materials and website content. The refresh also incorporates new wellness center programming enabled by the addition of an on-staff lifeguard. This is a significant, multi-property update touching every major Skaalen campus.
This initiative was discussed during the [1] November 2025 monthly marketing call and represents one of the larger scoped projects in the client relationship.
Trigger
The refresh is gated on new financial/pricing data becoming available on November 17, 2025. All print materials that include pricing or financial figures must be held until that date before updates begin.
Scope
Print Materials
All property-level brochures and flyers require updated pricing and content:
- Venneval
- Skaalindal
- Skaalen Ridge
- Skaalen Village
- Skaalen Heights
- Heritage Center
- Magnolia Gardens
- Skyline Nursing and Rehab (previously untouched due to no listed pricing — now requires updates)
- Overall campus brochure
Website Updates
- Pool schedules, class schedules, and open swim times for the Wellness Center
- Venneval campus map update (see [2] for the "coming soon" placeholder)
- Heritage Center page image (stock photo selection pending Tammy's review of five options forwarded by Dawn)
New: Wellness Center Printed Piece
A new standalone printed piece is needed for the Wellness Center to promote warm water pool classes. Content must be sourced from the Wellness Center staff before production can begin.
Key detail: Skaalen now has an on-staff lifeguard, which enables warm water pool programming that was not previously offered. This is a notable amenity upgrade worth highlighting prominently.
Design Refresh Consideration
Dawn raised the question of whether to pursue a visual/design refresh alongside the content update, rather than simply updating existing templates. Key considerations discussed:
- Existing materials have been in use for several years
- Asymmetric has a newer design team that could bring a fresh perspective
- Dawn's hesitation: the existing team has deep institutional knowledge of long-term care and the continuum of care model; a new team would need to get up to speed
- Many documents exist in both Word and InDesign formats
Agreed approach: Dawn will solicit feedback from department heads — asking each to review their designated page(s) and flag anything they feel should be reconsidered. This input will inform whether a design refresh is warranted or if content updates within existing templates are sufficient.
Key Contacts
| Person | Role | Involvement |
|---|---|---|
| Dawn Zaemisch | Skaalen Marketing | Primary coordinator; gathering dept. head feedback |
| Tammy Montalto | AL/Memory Care Director | Reviewing Heritage Center stock photo options |
| Chris | Executive Director | Final approvals |
| Melissa Cusumano | Asymmetric | Project lead on production |
Dependencies & Sequencing
- Nov 17 — Financial data released; print material updates can begin
- Dept. head feedback — Dawn collects input on design refresh before production ramps up
- Wellness Center staff — Must provide class schedules, pool hours, and programming details before the new printed piece or website updates can be completed
- Heritage Center image — Tammy selects from five stock options forwarded by Dawn; then Asymmetric places image on the Heritage webpage
Related
- [3]
- [2]
- [4]