Skaalen Monthly Marketing Call — April 2026

Date: April 5, 2026
Source: Fathom Recording

Attendees

Overview

Monthly marketing review covering March Google Ads performance, recruitment campaign planning for the April 22 job fair, status of the Webpage Wizard tool, and a debrief on the recent open house event.

Key Decisions

• Job fair boost replaces cook boost. Rather than continuing the standalone cook position boost, the April 22 job fair campaign will serve as the umbrella recruitment push. The cook position will be included in the job fair post alongside all other open roles.
• Two weekly boosts, not three. Given the timeline (~2.5 weeks to the event), two separate boosted posts will run — weeks of April 6 and April 13 — at $50/week each. Rotating content prevents ad fatigue.
• Job fair posts link to the careers page. Per Maggie's preference, boosted posts will direct users to the main careers page on the website (not directly to ADP), where they can see all current openings and click through.
• ADP broken links require HR access. The first two job links on the ADP careers page are broken. Asymmetric cannot fix these without HR providing portal access.

Google Ads & SEO Performance

March Performance Summary

March clicks and spend dipped compared to February. The primary driver was pausing the Competitor campaign, which had been yielding low performance — removing it reduced spend but did not reflect a degradation in ad quality.

Key efficiency indicators remained strong:
- High interaction rate — people who saw ads engaged at a high rate
- Low CPC — cost per click remains well below industry norms for senior/assisted living

Conclusion: The dip reflects lower seasonal search volume, not a problem with ad setup. Traffic data shows an uptick at the end of March, suggesting April should recover.

"What you did spend, spent efficiently... the ads seem to be set up pretty well. I think it's more of a volume overall." — Sebastian Gant

SEO & AI Search Visibility

Kris flagged a concern after receiving a cold solicitation email claiming Skaalen ranked poorly on certain keywords. Context provided:

• Search rankings are highly personalized (location, device, time of day) — a single result is not representative
• Asymmetric's SEO work is gaining traction in AI search tools (ChatGPT, Gemini, Claude), where Skaalen is beginning to appear as a reference source for topics like "continuum of care"
• Organic search traffic is up 35% month-over-month
• Average position on branded and key non-branded terms is strong in Search Console

Action: Melissa will analyze the keywords from the solicitation email to identify any legitimate optimization opportunities.

Recruitment Marketing

Cook Boost (Completed)

Solid efficiency metrics. Final application conversion is not trackable from ad data alone — Dawn will follow up with Sam to get application counts.

Job Fair Campaign (April 22)

• Format: Two separate boosted social posts with rotating graphics
• Schedule: Weeks of April 6 and April 13
• Budget: $50/week
• Open positions included: Cook (full-time + weekender), Maintenance, RAs, CNAs, RN/LPN, PT/PRN, LTE summer maintenance
• Destination link: Main careers page on Skaalen website
• Rationale for rotation: Avoids ad fatigue by serving fresh content to potentially different audience segments each week

Website & Content

Webpage Wizard Tool

An interactive questionnaire is in development to help prospects self-identify the appropriate level of care before contacting admissions. The tool would funnel users through a short series of questions and surface the relevant care option (e.g., Scotland Heights, Heritage Center, assisted living).

Current status: Feedback collection in progress. Kris and Maggie reviewed and responded positively. Maggie flagged that differentiating Scotland Heights from Heritage Center will be the key design challenge. Awaiting feedback from Simone (admissions).

Anticipated benefit: Reduces call volume burden on Simone in admissions and helps prospects arrive better informed.

See also: ^[1]

ADP Careers Page

The first two job listing links on the ADP-hosted careers page are broken. Some links further down the page work correctly. Asymmetric cannot resolve this without HR providing ADP portal access.

Owner: Skaalen HR team

HubSpot / Instagram Publishing Issue

Two posts failed to publish to Instagram due to a known, temporary connection issue between HubSpot and Instagram (not user error). The affected posts included a concert announcement for an event that was subsequently canceled due to weather.

Action: Melissa to manually delete the canceled concert post from Instagram.

Open House Results

The recent open house drew an estimated ~100 attendees across two sign-in locations (Scotland Heights and the main building). The event featured six interactive stations with an airport theme.

Promoted: Scotland Ridge (smaller wait list), Heritage Center (renovation), Scotland Heights, and in-house therapy staff.

Outcomes:
- At least 2 admissions applications submitted
- Daily tours booked in the aftermath

New units at Scotland Ridge are expected to be completed in June.

Action Items

Related

• ^[1]