---
title: Open House & New Units Marketing — 2026-04-05
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-25-skaalen-projects-call-125296526.md
tags:
- skaalen
- meeting
- marketing
- open-house
- real-estate
- hubspot
- print-ads
- life-lease
- team-update
layer: 2
client_source: Skaalen Retirement Services
industry_context: senior-living
transferable: false
---

# Open House & New Units Marketing — 2026-04-05

## Overview

Planning call with Dawn Zaemisch (Skaalen) to finalize marketing assets for the March 20 Open House and kick off a new unit marketing packet targeting Skaalen's 225-person waitlist. Sebastian Gant was introduced as a secondary account manager on the account.

**Attendees:**
- Dawn Zaemisch — Skaalen (dzaemisch@skaalen.com)
- Melissa Cusumano — Asymmetric
- Sebastian Gant — Asymmetric (new, secondary account manager)

---

## Key Decisions

- **Open House date confirmed:** Friday, March 20, 2–6 PM
- **Newspaper ads** to run the week of March 9; Dawn will confirm sizes and deadlines for Stoughton, Edgerton, Oregon, and possibly Evansville papers
- **Flyer** will be updated from the previous 3-location version: remove Magnolia, add Skaalen Ridge and Therapy & Wellness Center
- **Website banner** approved for homepage and relevant sub-pages
- **New unit marketing packet** will be print-only initially (via Inkworks); no email, social, or print ads until the waitlist is exhausted
- **Sebastian Gant** added to all Skaalen communications going forward; Dawn to CC him on asset emails
- **"What to Bring" list** placed on hold — Dawn will follow up with Simone, as the current draft is incomplete

---

## Action Items

| Owner | Task | Deadline |
|---|---|---|
| Dawn | Confirm newspaper ad sizes and submission deadlines for all publications | ASAP (ads due ~March 5) |
| Dawn | Send new unit assets (PDFs, PNGs — floor plans, renderings, campus map) to Melissa and Sebastian | Immediately |
| Dawn | Follow up with Simone for complete "What to Bring" list | Before next monthly call |
| Melissa | Prioritize Open House assets: newspaper ads, updated flyer, website banner | March 5 target for pub deadlines |
| Melissa | Begin design of new unit marketing packet once assets received | After Open House assets |
| Melissa | Send batch of social media posts to Dawn for review | Within 1–2 days of call |

---

## Open House Marketing Plan

**Event:** Friday, March 20, 2–6 PM

**Focus areas:**
- **Heritage Center** — newly remodeled areas
- **Skaalen Ridge** — waitlist-building; all units currently full but turnover anticipated in ~18 months
- **Skaalen Heights**
- **Skaalen Therapy & Wellness Center** — showcase new in-house staff and facilities; refreshments served here

**Promotional assets:**

| Asset | Notes |
|---|---|
| HubSpot email invite | To all contacts in HubSpot |
| Newspaper ads | Stoughton, Edgerton, Oregon papers confirmed; Evansville TBD (Dawn to verify). Run week of March 9. Sizes TBD — previously ~2-column × 5-inch |
| Flyer | Update prior 3-location flyer: remove Magnolia, add Skaalen Ridge + Therapy & Wellness Center |
| Website banner | Homepage + relevant sub-pages (e.g., Independent Living) |

**On-site logistics:** Skaalen will use existing "Open House" signs for wayfinding; no additional signage needed from Asymmetric.

---

## New Unit Marketing Packet

**Goal:** Professional print packet to present new units to Skaalen's existing 225-person waitlist before any public promotion. If the waitlist doesn't fill units, broader channels (email, social, print ads) will be considered later.

**Unit details:**

| Item | Detail |
|---|---|
| Type | Life lease |
| Buy-in | $375,000 |
| Equity return | 90% |
| Earnest payment | $50,000 (due when unit selected) |
| Monthly maintenance fee | $600/month through December 2026 |

**Packet contents:**
- Floor plans (exterior unit + interior unit)
- Renderings: kitchen/dining, living room, sunroom, bedroom (additional renderings expected from builder)
- New campus map

**Design direction:** Melissa has creative freedom on orientation (portrait vs. landscape) and layout. Dawn prefers individual pages for floor plans; renderings may be half-page. Skinnier header on interior pages to maximize image space.

**Print vendor:** [[clients/current/skaalen/_index|Inkworks]] (local Stoughton shop, previously used for Skaalen work)

**Distribution:** Print only, initially. No email, social media, or print advertising planned at this stage.

---

## Team Updates

- **Sebastian Gant** (Asymmetric) — introduced as secondary account manager for Skaalen. Dawn to CC him on all asset and project emails going forward.
- **Nick Walker** (Asymmetric) — Melissa's new administrative assistant; will be introduced on the next monthly call. Will take over marketing execution tasks including social media. Has a short film background; expected to strengthen social content.
- **Raphael** remains a quick-touch contact for website updates (Maggie, Carrie, Stephanie).

---

## Related

- [[clients/current/skaalen/_index|Skaalen Client Overview]]