wiki/knowledge/email-marketing/skaalen-us-news-awards-campaign.md · 501 words · 2026-04-05
Skaalen U.S. News Awards Email & Social Campaign
Overview
In January 2026, Skaalen received dual recognition from U.S. News & World Report — for Best Nursing Home (Long-Term Care) (second year in a row) and Best Short-Term Rehabilitation. This article documents the email and social media campaign planned to promote both awards, as discussed in the [1] monthly marketing call on January 8, 2026.
Campaign Components
HubSpot Email
A draft email was reviewed and approved during the meeting with minor copy edits. Key decisions:
- Subject framing: "Skaalen has been recognized again by U.S. News & World Report" — avoiding the phrase "second year in a row" at the top level, since only the long-term care award is a repeat. The body copy retains "for a second year in a row" specifically for the long-term care designation.
- Distribution list: All HubSpot marketing contacts, justified by the continuum-of-care argument — prospective condo/independent living residents increasingly ask about higher levels of care, so the awards are relevant across the full contact list.
- Corporate congregations: Dawn Zaemisch to supply contact emails (she and Diane hold most of them) so they can be added to the send.
- A single combined post covering both awards will be published across all platforms (Facebook and others).
- Splitting into two separate posts (one per award) was considered but rejected as unnecessary — the combined graphic is sufficient.
- Melissa Cusumano to create and schedule the post.
- The two U.S. News award logos were mismatched in size when placed side by side, causing a visual imbalance that had frustrated both Kris and Dawn.
- Resolution: U.S. News provided editable EPS files. Melissa will use these to create a single unified logo unit with both badges at consistent sizing, delivered as one asset for the website footer.
- This unified unit will also be provided to Raphael to update the badge placement on the site.
Copy Notes
The email copy went through a brief live edit during the meeting. The agreed language:
Skaalen has been recognized again by U.S. News & World Report as a Best Nursing Home for Long-Term Care for a second year in a row, and as a Best Short-Term Rehabilitation facility.
Exact final wording to be confirmed in the HubSpot draft, but the principle is: lead with the organization name, acknowledge both awards, and preserve "second year in a row" for the long-term care designation only.
Action Items
| Owner |
Task |
| Melissa Cusumano |
Finalize and send HubSpot email to all marketing contacts |
| Melissa Cusumano |
Create combined awards social post for all platforms |
| Melissa Cusumano |
Build unified award logo unit from EPS files for website footer |
| Dawn Zaemisch |
Supply corporate congregation email list for inclusion in send |