Skaalen Open House Ad Campaign — November 21

Overview

An urgent print ad and social media graphic were commissioned during the ^[1] November 2025 monthly marketing call to promote an Open House event on November 21, 2025. The primary deadline driver was the O'Rourke paper (formerly known by other names), which required submission by November 13 to appear in the November 20 issue — giving the team approximately one week to produce and approve assets.

Event Details

Skaalen Ridge and Skaalen Heights are adjacent properties (described as "across the sidewalk from one another"), making a combined ad natural. Magnolia Gardens was considered but deemed unlikely to participate given active construction.

Deliverables

1. Print Ad — sized to match prior Skaalen ads in the O'Rourke paper (reference: All-Staff Thank You / Nurses Week ad dimensions)
2. Social Media Graphic — companion asset for organic social posting

Both assets were to be produced by Melissa Cusumano (Asymmetric) using the existing Skaalen brand color palette (brownish/beige per style guide). A prior open house graphic existed in the asset library and was referenced as a starting point.

Key Deadlines

The Open House ad was explicitly prioritized ahead of the "Best of McFarland" ad update (due Nov 21) due to its earlier hard deadline.

Decisions & Notes

• Magnolia participation: Dawn needed to email Tammy (who was out of office during the call) to confirm whether Magnolia Gardens would be included. If yes, the ad layout would need to accommodate a third location. If no, the ad would feature Ridge and Heights only with their respective addresses.
• Ad copy: Final copy was contingent on Tammy's response regarding Magnolia. Dawn committed to following up the next day.
• Design approach: The team reviewed a prior open house graphic with a door/hallway image but rejected it — Dawn noted it felt "spooky" and evoked the wrong connotation for a senior living audience ("go toward the light"). The existing brownish/beige branded template was preferred.
• Social graphic: Confirmed as a required companion deliverable alongside the print ad.

Action Items

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]