Skaalen Website Updates — Award Badges & CTAs

A set of website updates discussed during the ^[1] December 2025 monthly marketing call, covering new award badge placement, a CTA adjustment for water aerobics, a photo replacement on the Assisted Wellness Services page, and a property map update for the new fourplex construction.

U.S. News & World Report Award Badges

Skaalen's nursing home received U.S. News & World Report awards for both short-term and long-term care (2026 cycle). The 2025 badges had already been removed from the website ahead of this call.

Action taken / planned:
- Add the new 2026 award badges to all pages where the 2025 badges previously appeared, including the careers page.
- A Facebook announcement post (mirroring the prior year's well-received post) should accompany the badge rollout.
- An email blast to the contact list was also discussed in conjunction with the badge launch.

Note: A separate award was also received for the McFarland location; badge assets were received the day of the call. Coordinate with Dawn on McFarland-specific placement.

Owner: Melissa Cusumano (Asymmetric)
Source: ^[2]

Water Aerobics — "Call for Details" CTA

The water aerobics program listing on the website had a specific start date and schedule that was no longer accurate due to a pool mechanical breakdown. Rather than removing the listing entirely or publishing a fixed schedule, the team agreed on a softer CTA to manage class capacity and avoid no-shows.

Decision:
- Remove the specific start date and class time from the listing.
- Replace with: "Now offering water aerobics — please call for more information."
- This approach keeps the program visible while routing interested parties through staff, who can manage waitlists if the class fills.

Rationale: Class size is limited; walk-ins are not feasible. A "call first" CTA filters inquiries and prevents overcrowding.

Owner: Melissa Cusumano (Asymmetric)

Assisted Wellness Services Page — Therapy Team Photo

The existing photo on the Assisted Wellness Services page featured a former resident (Bill) who had not been at Skaalen for some time. The team agreed to replace it with a current photo of the in-house therapy team.

Decision:
- Replace the outdated resident photo with a new team photo of the in-house therapy staff.
- Kris to coordinate with Karen (therapy director) to obtain a high-resolution original image — not pulled from Facebook, where resolution would be too low for web use.
- A group photo from Therapy Week was referenced as a possible source, but a fresh photo was preferred since the previous one included a staff member (Becky) who may no longer be current.

Owner: Kris Krentz (Skaalen) to obtain photo from Karen; Melissa Cusumano (Asymmetric) to implement.

Property Map — Fourplex Construction

Skaalen broke ground on a new fourplex in November 2025. The units will be larger than existing models and include two-car garages. The website's property map does not yet reflect this addition.

Action:
- Update the site's property map to indicate the new fourplex construction and label it as "new" or "coming soon."