---
title: Skaalen Comprehensive Marketing Refresh
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-06-skaalen-monthly-marketing-call-99820089.md
tags:
- skaalen
- marketing
- print-ads
- website
- branding
- senior-living
- wellness
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Skaalen Comprehensive Marketing Refresh

## Overview

Following the release of new financial data on **November 17, 2025**, Skaalen Retirement Services initiated a comprehensive refresh of all print marketing materials and website content. The refresh also incorporates new wellness center programming enabled by the addition of an on-staff lifeguard. This is a significant, multi-property update touching every major Skaalen campus.

This initiative was discussed during the [[wiki/clients/skaalen/_index|Skaalen]] November 2025 monthly marketing call and represents one of the larger scoped projects in the client relationship.

## Trigger

The refresh is gated on **new financial/pricing data** becoming available on **November 17, 2025**. All print materials that include pricing or financial figures must be held until that date before updates begin.

## Scope

### Print Materials

All property-level brochures and flyers require updated pricing and content:

- Venneval
- Skaalindal
- Skaalen Ridge
- Skaalen Village
- Skaalen Heights
- Heritage Center
- Magnolia Gardens
- Skyline Nursing and Rehab (previously untouched due to no listed pricing — now requires updates)
- Overall campus brochure

### Website Updates

- Pool schedules, class schedules, and open swim times for the Wellness Center
- Venneval campus map update (see [[wiki/knowledge/branding/venneval-fourplex-marketing-plan|Venneval Fourplex Marketing Plan]] for the "coming soon" placeholder)
- Heritage Center page image (stock photo selection pending Tammy's review of five options forwarded by Dawn)

### New: Wellness Center Printed Piece

A **new standalone printed piece** is needed for the Wellness Center to promote warm water pool classes. Content must be sourced from the Wellness Center staff before production can begin.

**Key detail:** Skaalen now has an on-staff lifeguard, which enables warm water pool programming that was not previously offered. This is a notable amenity upgrade worth highlighting prominently.

## Design Refresh Consideration

Dawn raised the question of whether to pursue a **visual/design refresh** alongside the content update, rather than simply updating existing templates. Key considerations discussed:

- Existing materials have been in use for several years
- Asymmetric has a newer design team that could bring a fresh perspective
- Dawn's hesitation: the existing team has deep institutional knowledge of long-term care and the continuum of care model; a new team would need to get up to speed
- Many documents exist in both Word and InDesign formats

**Agreed approach:** Dawn will solicit feedback from department heads — asking each to review their designated page(s) and flag anything they feel should be reconsidered. This input will inform whether a design refresh is warranted or if content updates within existing templates are sufficient.

## Key Contacts

| Person | Role | Involvement |
|---|---|---|
| Dawn Zaemisch | Skaalen Marketing | Primary coordinator; gathering dept. head feedback |
| Tammy Montalto | AL/Memory Care Director | Reviewing Heritage Center stock photo options |
| Chris | Executive Director | Final approvals |
| Melissa Cusumano | Asymmetric | Project lead on production |

## Dependencies & Sequencing

1. **Nov 17** — Financial data released; print material updates can begin
2. **Dept. head feedback** — Dawn collects input on design refresh before production ramps up
3. **Wellness Center staff** — Must provide class schedules, pool hours, and programming details before the new printed piece or website updates can be completed
4. **Heritage Center image** — Tammy selects from five stock options forwarded by Dawn; then Asymmetric places image on the Heritage webpage

## Related

- [[wiki/clients/skaalen/_index|Skaalen Client Overview]]
- [[wiki/knowledge/branding/venneval-fourplex-marketing-plan|Venneval Fourplex Marketing Plan]]
- [[wiki/knowledge/seo/skaalen-blog-content-review-nov-2025|Skaalen Blog Content Review — November 2025]]