PROBLEM

A lot of customers at Chimney Rock Gem Mine come from the foot-traffic during the busy summer months in Chimney Rock Village. They are not necessarily aware of the company before walking up to it or they confuse it with a competitor. This also indicates that the primary busy season is during the summer, although the gemstone mine is still up and running during the winter and offers heaters for a warm gemstone mining adventure. This is a problem for the whole town of Chimney Rock Village. People do not like to visit in the cold weather. Once first-time customers visit Chimney Rock Gemstone Mine they often return annually on their vacations to Chimney Rock during the summer or fall. It is important that potential customers and vacationers are more aware of Chimney Rock Gemstone Mine before they visit the town so that they are sure to make time to spend at the mine.

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OPPORTUNITY

At Chimney Rock Gemstone Mine, there is something for everyone. Featuring rocks, minerals, jewelry, and many items from around the globe, there are many interesting worldly goods to see. Adventurers can even discover their own finds while outdoor flume mining. Jewelry lovers can browse the largest selection of Sterling Silver to find their perfect piece. Anyone can find something they love while visiting these locations.

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SOLUTION

"Discover your treasure” reflects that everyone has their own unique experience and desires. To convey our message, we are using the ritual view of the strategy wheel. We are creating advertisements that highlight experience and emotion. The products and services here are one-of-a-kind, enjoyable and exciting. They improve people’s lives and make them feel happier while creating meaningful memories. We are highlighting the social and sensory components of the wheel, because between work, school, errands, and various tasks of everyday life, people need to remember how to come back, get together with loved ones or focus on themselves, feel the moment, and enjoy it.