--- title: Venaval Unit Packet & Marketing Initiatives — 2026-03-25 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-25-skaalen-dawn-melissa-connect-132783697.md tags: - skaalen - venaval - website - marketing - social-media - recruitment - community-expo - hubspot layer: 2 client_source: Skaalen Retirement Services industry_context: senior-living transferable: false --- # Venaval Unit Packet & Marketing Initiatives — 2026-03-25 ## Overview Working session between Dawn Zaemisch (Skaalen) and Melissa Cusumano (Asymmetric) covering four main areas: finalizing the Venaval new-unit sales packet, kicking off the "Skaalen Community Finder" website wizard, planning the April 9 Stoughton Community Expo booth, and aligning on social media and blog priorities. **Attendees:** - Dawn Zaemisch — Skaalen (dzaemisch@skaalen.com) - Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro) --- ## Key Decisions - **Venaval packet is finalized** pending Chris's sign-off; no further structural changes needed before print. - **Location distance copy removed** ("12 miles from McFarland / 20 miles from Madison") — not relevant for the target audience of existing residents and waitlist prospects. - **Notes section added to pricing page** — wide-spaced lines at 12pt font so prospects can write questions and answers during sales meetings with Dawn. - **Skaalen Ridge reclassified as Independent** in the Community Finder framework (does not provide ADL assistance). - **Memory Care language softened** from "no memory issues" to "some memory issues" to accurately reflect that residents may need reminders (meals, baths, medications) while still being appropriate for the setting. - **Community Expo booth strategy**: drop outdated marketing boards entirely; use Venaval renderings, marketing handouts, and staff in Skaalen shirts only. - **Cook recruitment post will be boosted** this week; may be boosted again given critical staffing need. --- ## Action Items | Owner | Item | Due | |-------|------|-----| | Dawn | Get Chris's approval on final Venaval unit packet Word doc | ASAP | | Dawn | Circulate "Skaalen Community Finder" framework to Chris, Maggie, Emma, Simone, Tammy, Jenny for feedback | Immediately | | Dawn | Review Continuum of Care blog update (sent Feb 27) and approve | Pending | | Melissa | Boost cook recruitment social media post (Sebastian to execute) | This week | | Melissa | Send two new blog topics to Dawn for approval | Within 2 weeks | | Melissa | Meet with Mark to scope Community Finder wizard build once framework feedback is received | After framework approval | --- ## Venaval Unit Packet The packet focuses exclusively on the new Venaval units to support current sales to existing residents and the 225-person waitlist. No intake forms are included at this stage. **Edits made in this session:** - Sunroom photos consolidated onto one page with guest bedroom and guest bath (previously a standalone page) - Location distance references removed from intro copy - Font standardized to Raleway throughout (had drifted to Calibri in the pricing section) - Pricing page updated: "Notes" header added with wide-spaced table lines at 12pt for legibility with mature adult readers - Footers omitted to keep printing simple for Dennis **Next step:** Melissa sent the final Word document to Dawn during the call. Dawn will route to Chris for final approval before printing. > *"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 --- ## Skaalen Community Finder Website Wizard An interactive questionnaire tool ("wizard") to be built into the Skaalen website. Prospects answer a series of questions and the tool recommends the appropriate care level and community. **Framework document:** Originally drafted by Melissa (AI-assisted) and sent March 5. Dawn will circulate to the team for feedback before Melissa and Mark begin development. **Framework updates made in this session:** | Change | Detail | |--------|--------| | Skaalen Ridge → Independent category | Does not provide ADL assistance; meals only | | Memory Care language | Changed from "no memory issues" to "some memory issues" — residents may need reminders for meals, baths, medications | **Recommended output logic (as drafted):** - Independent, no care needed → Skaalen Ridge + other independent options - Needs ADL help, some memory issues → Assisted Living / Memory Care options - Faith/Christian community environment → noted as a preference filter, not a placement decider (all campus residents can access worship and chaplain services) **Faith note from Dawn:** Any resident across the Skaalen campus can attend worship or contact the chaplain regardless of care level. **Next step:** Dawn circulates framework for team feedback → Melissa updates → Melissa meets with Mark to scope the build. --- ## Stoughton Community Expo — April 9 **Event:** Stoughton Community Expo, Thursday April 9, 4:30–6:30 PM, Stoughton Ice Arena (tables on the arena floor, no backdrop infrastructure). **Problem:** Existing marketing boards are outdated and Dawn does not want to display them. **Agreed booth approach:** - Staff in Skaalen shirts - Marketing handouts - Printed Venaval renderings (from Dennis) as a visual draw — replaces the old boards Melissa and Mark may attend to explore other business development conversations at the expo. --- ## Social Media & Blog ### Cook Recruitment - New social post created by Sebastian (Asymmetric's new social media contractor, Philippines-based) - Dawn and Sam approved the post - Melissa to follow up with Sebastian to confirm boost is live post-call - Additional boosts likely given urgency of cook staffing need ### Continuum of Care Blog Update - Draft sent by Melissa on **February 27** — pending Dawn's review - Update adds descriptive paragraph copy and a link for each community/care level - Original blog was "bare bones"; update improves SEO and user navigation - **Action:** Dawn to review and approve so Melissa can publish ### Upcoming Blog Topics - First two 2026 blogs already approved and published (February 18–19) - Melissa will send two new topic proposals to Dawn within two weeks - Dawn is going on vacation; Melissa will send regardless for async review --- ## Other Notes - **Nick (Skaalen internal)** has been onboarded to HubSpot and is learning the marketing workflows. Dawn notes he is thorough and intelligent but there is a learning curve; she is managing the coaching dynamic. - **Website refresh:** Both Dawn and Melissa acknowledge the site is ~5–6 years old and could use a refresh, but the waitlist performance means it is not a priority. The Community Finder wizard is seen as the meaningful 2026 update that modernizes the site without a full rebuild. - **Stock photos policy:** Dawn prefers stock photos over staff/resident photos to avoid the churn of updating images when staff leave or residents pass. - **HubSpot spam contacts:** Dawn has been deleting unsolicited marketing outreach contacts in HubSpot rather than engaging. Melissa confirmed this is the right approach; will discuss further with Mark. --- ## Related - [[wiki/clients/current/skaalen/_index]] - [[wiki/clients/current/skaalen/projects/venaval-unit-packet]] - [[wiki/clients/current/skaalen/projects/community-finder-wizard]]