---
title: Skaalen Venneval Fourplex Marketing Plan
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-06-skaalen-monthly-marketing-call-99820089.md
tags:
- skaalen
- venneval
- new-construction
- independent-living
- marketing-strategy
- website
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Skaalen Venneval Fourplex Marketing Plan

## Overview

Skaalen is constructing a new 4-unit, single-story ranch building at the corner of Amundsen Drive and Highway 51 — on the northwest corner of that intersection, directly across from the QuikTrip. The building sits at the edge of the existing Venneval/Skaalindal campus and will appear on the updated site map adjacent to where Venneval Drive turns east.

Target occupancy is **June–August 2026**, with June or July preferred.

The units are meaningfully differentiated from existing Venneval/Skaalindal stock: two-car garages, natural gas heat (vs. electric), two full bathrooms, and a new floor plan. This makes them attractive even to current residents who might want to upgrade.

---

## Marketing Strategy

The plan follows a staged outreach sequence, moving from the most qualified audience outward.

### Stage 1 — Internal Resident Outreach

Offer first right of refusal to current Venneval and Skaalindal residents. With ~164 residents on campus, it's plausible that one or more units could be filled internally. If a current resident moves into a new unit, their vacated unit also becomes available to the waitlist.

**Deliverable:** Letter or email to all current Venneval/Skaalindal residents with floor plan, pricing, and contact instructions.

### Stage 2 — Waitlist Outreach

If units remain after internal outreach, contact the Venneval/Skaalindal waitlist in order. Interested parties respond to Dawn; selection is based on waitlist position (lowest number = first pick).

**Deliverable:** Letter or email to waitlist with floor plan, pricing, timeline, and instructions to express interest.

### Stage 3 — Website Map Update

Update the Venneval campus map on the Skaalen website to show the new building footprint with a **"coming soon" placeholder**. This generates passive awareness among website visitors and prospective residents before formal outreach begins.

- Pending Chris's approval before implementation
- Building orientation follows the same axis as existing Venneval units
- Access will be via a new alley-style driveway slightly offset from Venneval Drive

**Deliverable:** Updated SVG/image map on the Venneval/Skaalindal webpage.

---

## Key Details

| Item | Detail |
|---|---|
| Location | Corner of Amundsen Drive & Highway 51 (NW corner) |
| Unit count | 4 |
| Style | Single-story ranch |
| Garage | Two-car |
| Heat | Natural gas |
| Bathrooms | Two full |
| Target occupancy | June–July 2026 (August at latest) |
| Builder info source | Hoffman (details TBD) |

---

## Action Items

| Owner | Task | Status |
|---|---|---|
| Dawn | Get Chris's approval for "coming soon" map placeholder | Pending |
| Dawn | Obtain floor plans and pricing from Hoffman/builder | Pending |
| Dawn | Draft resident outreach email/letter (Stage 1) | To do — awaiting builder details |
| Dawn | Draft waitlist outreach email/letter (Stage 2) | To do — contingent on Stage 1 results |
| Melissa / Asymmetric | Update Venneval campus map on website | Pending Chris approval |

---

## Notes

- Physical signage on-site is deferred — too much construction activity in the near term
- No broader public advertising is planned at this stage; the staged internal approach is intentional
- The comprehensive print and website refresh planned for after November 17 (new financial data release) is a separate workstream but may overlap with map updates — see [[clients/skaalen/_index]]

---

## Related

- [[clients/skaalen/_index]]
- [[knowledge/website/skaalen-venneval-fourplex-marketing]] *(this article)*
- Source meeting: Skaalen Monthly Marketing Call — November 2025