Skaalen Venaval Unit Packet Design

Overview

The Venaval unit packet is a dedicated print marketing piece for Skaalen's new Venaval condominium units. The packet is intentionally scoped to the new units only — not the broader campus — to support active sales efforts for those specific units. Once units are filled, the packet will be revised to integrate with existing Skaalen marketing materials.

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Design Principles

Audience-First Formatting

The packet is designed for mature adults. This drives several concrete decisions:

Font size: 12pt minimum throughout — do not reduce for layout convenience
Line spacing: Wide-spaced lines on the notes section to accommodate handwriting
Font consistency: Raleway used throughout; avoid Calibri or other default substitutions when copying content between documents

Focused Scope

The packet covers only the Venaval units. Location context (e.g., "12 miles from McFarland," "20 miles from Madison") was deliberately removed — prospects are already local and this information adds noise without value.

Layout Specifications

Photo Pages

Sunroom photos are consolidated onto a single page alongside the guest bedroom and guest bath
One photo per page is the preferred rhythm — avoid crowding
Images are renderings, not photographs; this is acceptable and should be noted internally when setting expectations

Pricing Page

The pricing page includes a dedicated Notes section at the bottom:

Header: "Notes"
Content: Wide-spaced ruled lines (implemented as a borderless table with horizontal interior borders only)
Purpose: Gives prospects space to write questions and answers during sales meetings
Rationale: Reduces friction in the sales conversation; prospects arrive prepared and leave with their own notes

What Was Removed

Location distance references (McFarland, Madison)
Intake/inquiry form pages — not needed while working from existing waitlist and current residents; can be reintroduced later

Content Strategy

Why a Standalone Packet

Skaalen has a substantial waitlist. The current sales effort is focused on converting existing waitlist contacts and current residents into Venaval units. A standalone packet keeps the message tight and avoids distracting prospects with the full campus picture before they've committed to a unit.

"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 Zaemisch

Future Integration

Once Venaval units are filled, this packet will be merged into a broader Skaalen marketing piece. Plan for that revision when the time comes rather than designing for it now.

Production Notes

File format: Word document (for client-side editing and printing)
Print vendor: Dennis (internal/preferred vendor); no bleeds required for this version — keeping it simple reduces print complexity
Footers: Omitted intentionally to reduce trim/bleed concerns
Approval chain: Dawn → Chris (final sign-off before printing)

Approval Status

As of 2026-03-25, Melissa sent the final Word document to Dawn. Dawn is routing to Chris for final approval before the packet goes to print.

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