Monthly marketing sync between Asymmetric and Skaalen Retirement Services. Primary topics: two new website features (a care-level wizard and per-facility "What to Bring" pages), open house planning, billboard launch recap, collateral deadlines, and social media scheduling.
Attendees
- Kris Krentz — Skaalen (external)
- Dawn Zaemisch — Skaalen (external)
- Melissa Cusumano — Asymmetric
- Matt Ayers — Asymmetric
- Mark Hope — Asymmetric
| # | Decision | Owner |
|---|---|---|
| 1 | Build a "What Level of Care Do I Need?" wizard on the website to filter users to the appropriate facility and prompt a tour request | Melissa (draft questions) / Dawn (review) |
| 2 | Add printable "What to Bring" pages for each facility, accessible from a central Resources tab | Dawn (gather content from directors) |
| 3 | Expand the existing "Continuum of Care" blog to support the wizard with deeper detail | Melissa |
| 4 | Open house date to be confirmed as March 20 or April 2 at Dawn's Thursday meeting | Dawn |
| 5 | Use stock photos for the Therapy & Rehab page; Dawn to confirm direction with director Karen Slindy Luth | Dawn |
| 6 | Update "Community Resource Guide" ad by adding badges; submit by Feb 20 | Melissa |
| 7 | Re-export Independent Living flyer without crop marks | Melissa |
| 8 | Hold condo page photo swap until therapy images are approved, then send a single update request to the developer | Melissa |
Callers frequently don't know which service level they need (skilled nursing vs. assisted vs. supportive living). The proposed solution is an interactive wizard on the website — a step-by-step question flow that filters users to the most appropriate facility and ends with a prompt to schedule a tour or contact the right person.
Key filtering logic discussed:
- Mechanical lift requirement → automatically excludes Heritage Center, Magnolia Gardens, and Skaalen Heights
- Additional questions to be drafted by Melissa based on Skaalen's care distinctions
The wizard output should surface the recommended facility and route the user to a tour-scheduling form or direct contact. Notification can go to Dawn or the appropriate admissions contact.
"At the end of that, Melissa, could it just be filtered down to schedule a tour and it would automatically show up with whatever level of care or facility is most appropriate?" — Kris Krentz
Facility-specific packing guidance to reduce pre-move uncertainty for residents and families. Content varies meaningfully by location:
Pages should be printable so families can use them as a checklist when visiting a parent's home. Content to be sourced from each facility director. A central "Resources" tab will link to each facility's page.
The new billboard went live the Monday before this call. Logo size and overall design were well-received ("simpler the better"). Photos taken at launch were shadowy (sun behind the sign); Dawn and Melissa plan to drive by for better shots to use in marketing materials.
A multi-facility open house is in planning. Tentative dates are March 20 or April 2 (April date was previously started by Emma for a therapy-focused event). Dawn will confirm at her Thursday internal meeting.
Planned scope: Therapy & Rehab Wellness Center, Skaalen Heights, Skaalen Ridge, Heritage Center, Magnolia Gardens. Simone's area (nursing/rehab) may be added pending her input.
Promotion: Email blast to the existing interest list, similar to the previous open house.
Note: Heritage Center construction is expected to wrap by end of March, which factors into date selection.
Stock images were shared with Dawn for the Therapy & Rehab page. The challenge: equipment in stock photos doesn't always match what Skaalen currently has. Dawn prefers stock photos in principle (avoids issues when residents or staff change) but wants director Karen Slindy Luth to weigh in. Karen is out this week; Dawn will connect with her the following week.
Photoshop adjustments (e.g., replacing a patio door background with a wall) are possible if a near-match image is selected.
The existing ad needs award badges added before submission. Melissa will rework the layout to accommodate the badges (possibly stacking elements and repositioning the logo).
Dawn had an older version of the flyer (January 2022) with crop marks on her computer. The current final version is from November 2023 / March 2025. Melissa will re-export a clean PDF without crop marks and send it to Dawn.
Posts are scheduled through the following week. Worship posts are complete for the month. Melissa will send remaining February content within a few days. Menu posts had a brief gap (one week was missed) but the process has otherwise been consistent.