---
title: Skaalen U.S. News Awards Email & Social Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-08-skaalen-monthly-marketing-call-112855096.md
tags:
- skaalen
- email-marketing
- hubspot
- social-media
- awards
- us-news
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Skaalen U.S. News Awards Email & Social Campaign

## Overview

In January 2026, Skaalen received dual recognition from U.S. News & World Report — for **Best Nursing Home (Long-Term Care)** (second year in a row) and **Best Short-Term Rehabilitation**. This article documents the email and social media campaign planned to promote both awards, as discussed in the [[clients/skaalen/_index|Skaalen]] monthly marketing call on January 8, 2026.

## Campaign Components

### HubSpot Email

A draft email was reviewed and approved during the meeting with minor copy edits. Key decisions:

- **Subject framing:** "Skaalen has been recognized again by U.S. News & World Report" — avoiding the phrase "second year in a row" at the top level, since only the long-term care award is a repeat. The body copy retains "for a second year in a row" specifically for the long-term care designation.
- **Distribution list:** All HubSpot marketing contacts, justified by the continuum-of-care argument — prospective condo/independent living residents increasingly ask about higher levels of care, so the awards are relevant across the full contact list.
- **Corporate congregations:** Dawn Zaemisch to supply contact emails (she and Diane hold most of them) so they can be added to the send.

### Social Media

- A **single combined post** covering both awards will be published across all platforms (Facebook and others).
- Splitting into two separate posts (one per award) was considered but rejected as unnecessary — the combined graphic is sufficient.
- Melissa Cusumano to create and schedule the post.

### Website Footer

- The two U.S. News award logos were mismatched in size when placed side by side, causing a visual imbalance that had frustrated both Kris and Dawn.
- **Resolution:** U.S. News provided editable EPS files. Melissa will use these to create a single unified logo unit with both badges at consistent sizing, delivered as one asset for the website footer.
- This unified unit will also be provided to Raphael to update the badge placement on the site.

## Copy Notes

The email copy went through a brief live edit during the meeting. The agreed language:

> *Skaalen has been recognized again by U.S. News & World Report as a Best Nursing Home for Long-Term Care for a second year in a row, and as a Best Short-Term Rehabilitation facility.*

Exact final wording to be confirmed in the HubSpot draft, but the principle is: lead with the organization name, acknowledge both awards, and preserve "second year in a row" for the long-term care designation only.

## Action Items

| Owner | Task |
|---|---|
| Melissa Cusumano | Finalize and send HubSpot email to all marketing contacts |
| Melissa Cusumano | Create combined awards social post for all platforms |
| Melissa Cusumano | Build unified award logo unit from EPS files for website footer |
| Dawn Zaemisch | Supply corporate congregation email list for inclusion in send |

## Related

- [[clients/skaalen/_index|Skaalen Client Overview]]
- [[clients/skaalen/meetings/2026-01-08-monthly-marketing-call|January 2026 Monthly Marketing Call]]
- [[knowledge/website/recaptcha-contact-form-security|reCAPTCHA & Contact Form Security]]