--- title: Skaalen Monthly Marketing Call — November 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-06-skaalen-monthly-marketing-call-99820089.md tags: - meeting - skaalen - marketing - blog - print-ads - senior-living - venneval - website - seo - open-house layer: 2 client_source: Skaalen Retirement Services industry_context: senior-living transferable: false --- # Skaalen Monthly Marketing Call — November 2025 ## Overview Monthly marketing sync between Asymmetric and Skaalen. Attendees were Dawn Zaemisch and Kris Krentz (Skaalen) and Melissa Cusumano, Matt Ayers, and Mark Hope (Asymmetric). Primary topics: IL blog approvals and edits, an urgent Open House ad with a Nov 13 deadline, a new marketing plan for the Venneval fourplex construction project, and a heads-up on a comprehensive print and web refresh triggered by new financial data releasing Nov 17. **Date:** November 2025 **Client:** [[wiki/clients/current/skaalen/index]] --- ## Key Decisions - **September IL blogs approved for posting** after factual edits to reflect Skaalen's specific offerings (no transportation, limited dining references, condos/apartments vs. cottages). - **October AL blog approved** by Tammy with no changes required. - **November Memory Care blog** topic confirmed ("Signs It's Time to Consider a Memory Care Community"); "sundowners" added as a target keyword. - **Open House ad takes priority** over Best of McFarland ad due to the Nov 13 submission deadline. - **Venneval fourplex map placeholder** ("coming soon") to be added to the website pending Chris's approval. - **Liturgical Publications ad** (Skaalen Heights): resubmit existing ad as-is for a January 2026 start; no design changes needed. - **Design refresh question raised** for the upcoming comprehensive update; Dawn will solicit feedback from department heads before committing to a new look. --- ## Action Items ### Melissa (Asymmetric) - [ ] Post September IL blog after Dawn approves photos - [ ] Create Open House print ad and social media graphic — **due Nov 13** (for Nov 20 O'Rourke paper) - [ ] Update "Best of McFarland" ad with 125th-anniversary logo — **due Nov 21** - [ ] Resubmit existing Skaalen Heights ad to Liturgical Publications for January 2026 start - [ ] Send Jolie's contact information to Dawn ### Dawn (Skaalen) - [ ] Confirm with Tammy whether Magnolia will participate in the Nov 21 Open House (needed to finalize ad copy) - [ ] Get Chris's approval to add Venneval fourplex "coming soon" placeholder to website map - [ ] Distribute 2026 blog topic list to Jenny and Tammy for input (ask each to highlight preferred topics in pink) - [ ] Review 5 stock image options forwarded by Dawn for the Heritage Center webpage (sent to Tammy) - [ ] Reach out to new menu coordinator Stephanie re: weekly menu publishing on the website --- ## Blog Content Review ### September IL Blogs — Edits Made, Approved to Post Four blogs reviewed and edited for factual accuracy against Skaalen's actual offerings: | Blog Title | Edit Made | |---|---| | "What is Independent Living?" | Updated housing description to "ranch-style condominiums and apartments" (removed "cottages") | | "Evaluating Senior Housing Options" | Removed sentence about retirement accounts/benefits — not a Skaalen service | | "Signs Independent Living May Be Right for You" | Removed "transportation" from amenities list — not offered | | "Benefits of Independent Living" | Removed "dining" references to avoid confusion; IL dining is limited and not a primary draw | **Status:** Approved. Raphael to add photos; Dawn to review photos before publishing. ### October AL Blog Approved by Tammy. No edits required. Moving to in-progress/publishing queue. ### November Memory Care Blog - **Topic:** "Signs It's Time to Consider a Memory Care Community for a Loved One" - **Keyword added:** "sundowners" (high search volume, directly relevant to memory care) - **Status:** In queue; due this week. ### 2026 Blog Planning Dawn forwarded the 2025 blog topic list (originally compiled Feb 10) to Jenny Seed and Tammy Montalto, asking each to highlight preferred 2026 topics in pink. Goal: plan content through June 2026. Chris and Maggie will review final selections. --- ## Print & Digital Advertising ### Open House Ad — URGENT - **Event:** Open House at Skaalen Ridge & Heights, **November 21, 2–4 PM** - **Publication:** O'Rourke paper (runs Nov 20) - **Submission deadline:** **November 13** - **Deliverables:** Print ad + social media graphic - **Pending:** Dawn to confirm with Tammy whether Magnolia is participating; if yes, ad includes three locations; if no, Ridge and Heights only - **Reference:** Previous open house ad and social graphic exist in the print ads folder as a starting point ### "Best of McFarland" Ad - **Publication:** McFarland Thistle, December issue - **Submission deadline:** November 21 - **Update needed:** Add 125th-anniversary logo/badge - **Note:** This is a thank-you ad (readers already voted); no call-to-vote language needed ### Liturgical Publications (LPI) — Skaalen Heights - **Action:** Resubmit the existing Skaalen Heights ad (last updated May 2024) as-is - **Start date:** January 2026 - **Logo:** Use standard Skaalen logo (not the 125th anniversary version) - **No design changes required** ### Heritage Center Webpage Image - Dawn forwarded 5 stock image options to Tammy for review (replacing the "Sherry with Betty" photo) - Tammy to select preferred image --- ## New Construction: Venneval Fourplex ### Project Details - **Location:** Corner of Amundsen Drive and Highway 51 (northwest corner), McFarland — visible on the existing Venneval/Skaalindal campus map - **Building:** Single-story ranch, 4 units - **Unit features:** Two-car garage, natural gas heat, two full bathrooms — differentiated from existing Venneval/Skaalindal units - **Target occupancy:** June–August 2026 (June/July preferred) ### Marketing Plan (Phased) 1. **Internal outreach first:** Email current Venneval/Skaalindal residents (164 total) with floor plans and pricing; offer first choice to move into new units 2. **Waitlist outreach:** If units remain after internal interest, contact Venneval/Skaalindal waitlist in order; interested parties respond to Dawn; first four by waitlist number get priority 3. **Website map update:** Add "coming soon" placeholder/dotted outline to the Venneval campus map on the website — pending Chris's approval **Note:** Signage on-site is deferred; too much construction activity currently. Details from Hoffman and the builder still incoming. --- ## Comprehensive Marketing Refresh (Post-Nov 17) ### Trigger New financial data for all Skaalen properties releases **November 17**. This unlocks a full update cycle. ### Scope All print materials and the website will need updating across: - Venneval, Skaalindal, Skaalen Ridge, Skaalen Village, Skaalen Heights, Heritage Center, Magnolia Gardens - Skyline Nursing and Rehab flyers (pricing now needs to be included) - Overall campus brochure ### Wellness Center / Warm Water Pool A new lifeguard on staff enables warm water pool classes for the first time. Required deliverables: - New printed piece for the Wellness Center - Website updates: pool schedules, class times, open swim hours - Content/details to come from the Wellness team ### Design Refresh Question Melissa raised the possibility of a visual refresh alongside the content update. Dawn's hesitation: the current design team has deep knowledge of Skaalen's continuum of care; a new team would need to rebuild that context. **Decision:** Dawn will ask department heads to review their respective pages and flag anything they'd like reconsidered. Asymmetric's design team may offer headline/layout suggestions without overhauling the full system. --- ## SEO Notes - Domain rating is up 4 points since the $250 DR-building initiative started (~1 week in); target is 40+ - Mark Hope monitoring; tool updates approximately weekly - "Sundowners" identified as a high-volume keyword to incorporate into the November Memory Care blog --- ## Attendees | Name | Organization | Role | |---|---|---| | Dawn Zaemisch | Skaalen | Primary marketing contact | | Kris Krentz | Skaalen | External | | Melissa Cusumano | Asymmetric | Account lead | | Matt Ayers | Asymmetric | | | Mark Hope | Asymmetric | SEO | *Note: Chris (Skaalen CEO), Maggie, Tammy, Brianna, Jenny, and Emma were not present — Chris and Maggie were out of town, Tammy was out of office.*