wiki/knowledge/design/skaalen-marketing-collateral.md · 691 words · 2026-04-05
Skaalen Marketing Collateral — Open House & New Units
Design specifications, asset inventory, and production notes for Skaalen's recurring marketing collateral, covering the March 2026 Open House campaign and the new life-lease unit marketing packet.
Open House Campaign Assets
Event: Friday, March 20, 2026 · 2–6 PM
Locations featured: Heritage Center (newly remodeled), Skaalen Ridge, Skaalen Heights, Skaalen Therapy & Wellness Center
Newspaper Ads
- Publications: Stoughton, Edgerton, Oregon papers; Evansville TBC (Dawn to confirm)
- Historical spec: 2-column × 5-inch (confirm per publication — sizes may vary slightly)
- Run date: Week of March 9 (one week prior to event)
- Deadline: Confirm submission deadlines with each publication; target ~March 5–6
- Design base: Update from the prior open house ad (green colorway); adjust for four locations instead of three
- Content changes from prior version: Add Skaalen Therapy & Wellness Center; remove Magnolia
Dawn to confirm ad sizes and submission deadlines for all publications and relay to Melissa/Sebastian.
Flyer
- Format: Update existing 3-location flyer template
- Changes: Add Skaalen Ridge and Therapy & Wellness Center; remove Magnolia
- Distribution: Internal/on-site use (Skaalen staff handling a separate wellness poster internally via Emma)
- Print vendor: [1] (local Stoughton shop; preferred vendor)
- Note: The flyer can double as a downloadable asset on the website if needed
HubSpot Email Invite
- Audience: All contacts in Skaalen's HubSpot account
- Content: Open house date, time, locations, highlights (remodeled Heritage Center, Wellness Center staff meet-and-greet, refreshments)
- Timing: Send ahead of the March 9 ad run week
Website Banner
- Placement: Homepage + relevant sub-pages (e.g., Independent Living)
- Purpose: Announce the open house to site visitors
- Coordinate with: Raphael handles routine website updates; confirm handoff for banner placement
On-Site Signage
- Skaalen will reuse existing "Open House" directional signs — no new signage needed from Asymmetric
- Refreshments served at the Therapy & Wellness Center
New Unit Marketing Packet
A professional print packet targeting Skaalen's existing waitlist (225 people) before any public promotion. No email, social, or print ads planned at this stage.
Unit Details (as of this call)
| Item |
Detail |
| Type |
Life lease |
| Buy-in |
$375,000 |
| Equity return |
90% |
| Earnest payment |
$50,000 (upon unit selection) |
| Monthly maintenance fee |
$600/month through December 2026 |
Packet Content
- Floor plans: Exterior unit and interior unit layouts
- Renderings: Kitchen/dining, living room, sunroom, bedroom (additional renderings expected from developer)
- Campus map: Updated map showing new unit locations on campus
Design Direction
- Melissa has full creative latitude on layout (portrait vs. landscape)
- Dawn's rough draft used landscape to accommodate floor plan proportions — landscape is acceptable if it serves the assets better
- Suggested structure: intro/cover page with full header → subsequent pages with slimmer header and 1–2 large images per spread
- Floor plans likely warrant full individual pages; renderings may work as half-page pairs
- Assets received as PDFs (PNGs were expected but not included in initial send — Dawn to follow up with developer)
Distribution
- Print only — via [1]
- No digital distribution, email, or social promotion until waitlist is exhausted
- Dawn will contact the 225-person waitlist and existing 164 residents directly
Asset Delivery & File Notes
- Dawn to send floor plan and rendering files (PDF/PNG) to Melissa and Sebastian (CC: sebastian.gant@asymmetric.pro)
- Files received as PDFs; confirm whether high-res PNGs are available for print quality
- Melissa to prioritize Open House assets (ads, flyer, banner) given the March 9 publication deadline, then work on the unit packet in parallel
Production Priority Order
- Newspaper ads — highest urgency; publication deadlines drive the schedule
- Open House flyer — update existing file; quick turnaround
- HubSpot email — coordinate send timing with ad run
- Website banner — homepage + sub-pages
- New unit marketing packet — begin design once Open House assets are delivered; no hard deadline yet