Sea Dwellers has been serving divers in Key Largo since 1974. The certified PADI 5 star dive center and resort facility wanted to maintain their competitive advantage in an increasingly competitive market.

After an analysis of their operation, clients and competition there were some adjustments to be made.

The first adjustment was to refocus their operation and business, by looking through the eyes of their clients. All of their communications, messages, designs and content needed to be serving the objectives and concerns of their clients.

Through discussion and observation, we found that a common concern for beginning divers were feelings of anxiety and claustrophobia as they began to breathe underwater. In order to address this concern we created a short video segment from a beginners perspective.

The piece includes an interview with Rob Haff of the Sea Dwellers Dive Center. Rob talks about scuba diving for the first time and how that feels to most of us “land creatures” when we first immerse into the blue. Rob explains the feelings that beginning divers have, and reassures the viewer that they will help you overcome your initial fears and make it one of the best experiences of your life.

The combination of refocusing on the customers objectives, using the correct media to explain common concerns and social media distribution has helped Sea Dwellers grow their quality service to their clients.