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Ginger Wareham, Picklejuice Founder & CEO

For Picklejuice, Balance Is The Key To Success

The Beaufort Digital Corridor leadership profile series is focused on the individuals who are driving Beaufort's tech scene forward.

Ginger Wareham is founder and CEO of Picklejuice, a five-person ­­­­­­­­­Digital Marketing and Creative Agency based in Beaufort. Wareham started Picklejuice in New Orleans in 2004 prior to relocating to Beaufort. Ginger and her husband, Will Wareham, are partners in running the business.

Where did you grow up?

I grew up in Southern Illinois in a small town called Harrisburg, population 9,000. My dad worked in the tire business. It was all cornfields and coal mines.

How did you end up in Beaufort?

I left Illinois for my mom's alma mater, Ole Miss. After college, I headed to New Orleans, where I lived for 12 years. It's a great and vibrant city for art and design. Will and I met two weeks before Hurricane Katrina. After Katrina, I moved to Charleston and eventually Will joined me there. In one year, we got married, I got pregnant, and we discovered Beaufort. We drove down to Beaufort from Charleston during one of the festivals, I think it was Shrimp Festival, because Will got a marketing job offer to work there. We just fell in love with it. It was completely random, but everywhere we went on that trip, and everyone we met, convinced us that this was home. We've never looked back.

What was your first job, or most memorable early job? What did you learn from it?

When I was in college, I had three jobs that shaped my work to this day. One of the professors was hiring graphic artists and teaching us html and coding. This was in 1995. It was pretty cool because it turned out we were designing an online poker game! That's how I got into Web design. I also had a paid internship for the summer at a local Whirlpool plant, where all they made were ovens. My job was to draw out the technical sheet that hung on the assembly line – a visual tutorial of how to assemble an oven, part by part. That's all we'd do. That job opened my eyes to all the details. It took forever just to draw one screw. It also made me appreciate the people behind the product. Even today, I will pick up the most common household thing and think to myself, "Some person put that together." Then there was my internship at Amscan. They make party supplies. Designers would print out mockups and my job was to cut them out with an X-Acto knife to build a prototype. It made me appreciate the functionality of design, that, even though I wanted to be creative, there was discipline involved. Good design also has to work.

Did you have an entrepreneurial drive early on?

Yes. This is just who I am. Right out of college, I was hoping to get into a fast-paced agency, but in the end my natural drive was to create my own agency.

In your own words, what does your company do?

At Picklejuice, we are at heart a creative services firm. We bring our clients' vision to life. We live our tag line – We infuse your creative projects with zesty stuff to relish. It all starts with the logo and branding, the overall feel and concept. Then we take it across the channels and media that make the most sense – event branding, marketing, web site design, graphic design, social media and digital marketing. It all has to play together to work.

What drew you to your current business, or inspired you to start it?

I've always wanted to do my own thing and be as big and as great as I possibly could be. When I was in New Orleans, my business partner did not return after Katrina. That made being in this creative business a full-time reality. Over the years, I figured it out – how to strategize with a client and deliver something fun and unexpected. Now with Will on board, we bounce ideas back and forth. He has a different skill set and perspective and that plays on both our strengths. Will's presence on the team allows me to let go and be creative because I know he's got the other stuff.

How would you describe your organization's culture?

Fun! We try to make our space and our business reflect our personalities. Our office space says it all. It's colorful. It's playful. We want our employees to feel that way, too. I'm always changing things, moving things around. For me, the space has to feel right or I can't create.


What is your management style? Why is that your approach?

I'd call my style flexible. We don't necessarily have rules. I'm not against change. Whatever will make our lives easier and help us work smarter wins. Also, I believe in open and honest. If someone comes across something cool, they can explore it. It's good for all of us when everyone is able to learn and grow. With all that flexibility, time management is always a challenge. To keep everyone on track, we leverage a project management tool. It works for us to a point and it could always be better.

What obstacles have you faced building your business? How have you overcome them?

In a word: balance. We're in a place today that we've worked so hard to get to. Lately we've been approached by a number of creative and well-respected people in this business who want to work with us on strategy. On top of that, we have recently signed on some big clients with longer contracts. New strategy and new business can require investment in new resources: full-time hires, enhanced infrastructure. Strategic expansion – which is desirable – has to be balanced against available resources and managed operating expenses – also desirable. The other balancing act comes with being practitioners who are also building and running a business. In this situation, you're constantly balancing design and delivery of the company's products and services at the same time you're signing clients and pursuing new business opportunities, and keeping the lights on. It all has to get done. The only way to overcome these tensions in the business is to find your balance and know when to pivot.

What advice would you give aspiring entrepreneurs?

Follow your passion. If you want to do it, just go for it. If you go for it and you fail, at least you tried. Then pick up the next thing with no regrets. Also, use your passion as a filter for what to focus on. For me, it has always been about design. So many entrepreneurs try to do it all, understand it all, pursue it all. If you don't focus, you dilute your impact and you end up working on things you have no passion for. You can't do it all.

Do you have a routine that's important to your day? A morning ritual, meditation, etc.?

While my two little people are still sleeping, I get up really early. This is my quiet time to think and bounce around online to see what sparks my creativity. These are my inspiration sessions and they're the best way for me to start my day.

What do you see as the future of your company?

We're going for it. It's now or never: we're at an inflection point where we are assembling the structure of the company in order to grow. We need to put the right elements and people together to make it happen. We want to leave a legacy for our family and we're building the company's future around that vision.

How can the BDC best serve you?

It would be great if your members could access a virtual community – an online private group that connects members to each other for solutions; something similar to The Rising Tide Society, which is a free curated community for creative entrepreneurs. A members-only online group with a tech spin – where I could post a question and get answers – would be great.

What has it been like building your technical team in Beaufort?

Its been fun. Then again, we are a relatively small shop. Between the interns from the University of South Carolina-Beaufort Campus and creative freelancers in the area we have had no issues with talent to drive our business.

What do you see as some of the challenges recruiting tech talent to Beaufort?

We have seen some of the web developers move away so having the Beaufort Digital Corridor here and making connections to developers through the organization is terrific.

What are your thoughts on how Beaufort's technical landscape has grown?

While there has not been the explosive tech growth in Beaufort like in Charleston, change is gradually coming. There are professionals who are relocating to Beaufort for lifestyle reasons with a lot of experience in tech and tech related areas including social media and digital marketing. I am confident that over time Beaufort will be able to capture its share of tech growth and the Digital Corridor will play the key role with connecting people to make this happen.

Outside of work what keeps you busy?

Our 3 and 6-year-old. We love the beach and taking in an occasional round of golf. I also really love to paint with acrylics and restore furniture. I have painted most of the furniture in our PickleJuice office. I love to have traditional art projects going on since I am digital all day. It's nice to have a little break from the computer every now and then.

Are you a Mac or a PC? iPhone or Android?

Mac and iPhone.

Spicing Up Career Day: A New Website Connects Professionals With South Carolina Schools

Stephen Murray is "the kazoo guy."

As the owner of Kazoobie Kazoos, a kazoo-manufacturing business in Beaufort, Murray is also –- unsurprisingly –- a very popular speaker on the school career-day circuit.

Bearing a kazoo for each child, he visits four to six schools every year and leads their classes in buzzy renditions of "Twinkle, Twinkle Little Star" or "When The Saints Go Marching In." Read more HERE

BASEcamp Ribbon Cutting

The Tao of Tech

Last January Beaufort Mayor Billy Keyserling cut the ribbon at 500 Carteret Street officially ushering in the city's Age of Technology. In a town that dates back centuries some things are better late than never. Enter the Beaufort Digital Corridor, a hi-tech incubator sponsored by the city to grow the tech and knowledge-based companies of tomorrow in the shadow of the Antebellum South. The Beaufort model is a slightly modified spin-off of the highly successful Charleston Digital Corridor, the brainchild of Ernest Andrade – also instrumental in getting the Beaufort project up and running.

The driving force in recruiting Andrade and bringing the project to life in an astonishingly short six months is City Councilman, Stephen Murray. The final piece of the puzzle was finding someone both capable and dynamic enough to run the thing. Karen Warner seemed the perfect fit with nearly three decades spent as a manager and an executive in High Tech and Marketing. She describes her job as "managing a techno ecosystem." Her experience in venture capital factors in directly with a key element to the incubator's long term success: finding the money to fund the dreams.

I recently sat down with Murray and Warner in the Corridor's newly renovated facility in the old Bank of America building on Carteret Street. The BDC's BASEcamp has been neatly transformed from a dreary 1980's branch bank into 5000 square feet of state-or-the art office and meeting space. Private offices are available for public lease as are "touchdown" spaces, basically plug-in cubicles designed for short term and temporary use. "It's perfect for visitors or guests who need some work space for a day or two," says Warner. The modern minimalist design is meant to evoke Silicon Valley. "And we're dog friendly," she adds.

Murray, a businessman and member of the Redevelopment Commission, says it all began when Council got some disturbing census numbers in 2015.

"It was shocking to a lot of us," says Murray. "We found that over ten years we had about a 40 percent decrease in per capita income in Beaufort. At the same time we had about a 25 percent decrease of 21 to 44 year olds in the city. Meanwhile the cost of owner occupied housing is about twice the state average at around $250,000. Not positive trends when your citizens are getting poorer, older and the young folks are leaving and the cost of living is skyrocketing. So, we took a hard look at how to turn some of these things around."

The typical approach to economic development tends to be large scale industrial recruitment. This, says Murray, was simply not a reality for a place like Beaufort. There had to be another solution, one that would have maximum economic impact with a minimal footprint. The suggestion to reach out to Andrade came through a mutual friend over drinks.

Over 15 years Andrade's non-profit incubator has been hugely successful in helping to grow Charleston's hi-tech base. With an average salary just shy of $90,000, Holy City "techies" make nearly double the regional and state average yearly wage.

Stephen Murray: They had a very similar problem. Young people were leaving, there was a rapid rise in the cost of living and a very seasonal, tourist driven economy with low wage service and hospitality jobs.

Karen Warner: Over 15 years, 148 companies incubated with a $88 million in capital raised by those companies. They've got about 356 members.

Murray: We really hit it off with Ernest and brought him down to Beaufort and walked him through this space and the pieces just fell together. He's very passionate about the program and what they've done in Charleston and he was willing to help us. So, in June 2016 the Redevelopment Commission and City Council authorized a partnership with the corridor and we raised just shy of a million dollars. We were able to upgrade this facility with no cost to city taxpayers, which was pretty exciting. Even more exciting was that the time we authorized to the day we opened was about six months.

Warner: We cut the ribbon January 12th.

Mark Shaffer: The idea's based around 4 components.

Murray: Talent – cultivating innovation and knowledge-based businesses. Capital – creating access to money through investment or other areas. Space – that's the Corridor where you can rent an office here or a "touchdown" space. And community – building a formal way for the tech community to meet on a regular basis and the hope that ideas and other companies will grow out of that network.

MS: And Karen gets to coordinate and implement all of this. This all came together very quickly. How did you get involved?

Warner: I'm exactly the people we're trying to keep here. I was an executive coach and that required me to get on a plane and go somewhere else. I looked around when I moved here and I really wanted to be part of the community. I come from the Boston technology corridor and worked for over two decades there in venture capital. And so I thought: what can I start in Beaufort? How am I going to do this? And my brother in-law said 'you need to know about the Digital Corridor' and introduced me to Stephen and some others. And just looking at what Earnest was doing in Charleston was pretty amazing - the amount of growth he's managed to achieve out of nothing. I thought I had some background that might be relevant to running this thing, so I threw my hat in the ring.

MS: What's been the biggest surprise?

Warner: I thought bureaucracy and city would be a problem, not knowing the government here. I've been amazed at how everyone is blocking and tackling to help me do my job.

MS: A little unusual for this city...

Murray: I think that when it comes to economic development, part of the community's been hesitant because for a long time the mindset has been smokestacks and pollution and anti-industrial development – and rightfully so. But I think technology has a certain sexy edge to it. Everybody uses technology. Your grandparents are on Facebook now. Everyone has a smartphone.

Warner: About smokestacks versus technology in Beaufort . . . one form of technology might be clean energy and helping to keep the area pristine.

Murray: We also have some pretty heavy in-fill goals for redevelopment downtown. We have areas nearby that are in pretty poor condition. And one of the things we found about the tech companies in Charleston is they can go in anywhere. Ernest has a company that went into an old Walmart, completely renovated it. Now it's their corporate headquarters and class A office space. While we're really trying to create opportunity for people, we hope to have a broader positive impact in the city and the region.

Warner: I feel like there's a nice balance struck between doing what Ernest has a vision for here and also making sure it accommodates Beaufort, because Beaufort is not Charleston.

Murray: The public/private partnership's important. Initially we'd talked about the Charleston model which was solely a public model that was sponsored by the city of Charleston. Ernest was a city employee. The lesson they learned was that it's important to have some separation from the government. While the city is a sponsor of the program, we don't own it. It's owned by a non-profit and my job is to block and tackle for Karen to help her be successful.

MS: So, this is a non-profit and part of the Charleston Corridor?

Murray: Right now, it's run under the Charleston Digital Corridor Foundation. And we expect that this year we will come out from under their umbrella and stand under our own Beaufort Digital corridor non-profit. To get going as fast as we could we thought it was a benefit to do it this way.

Warner: There's no question that it was a benefit to get this place renovated and looking like it does. Earnest had a vision and knew how to execute it and save a nickel, I must say.

Murray: One of the cool things about partnering with Charleston is that members get free use of the space in Charleston and vice versa. I think they sort of look at us as their retreat destination. We look at them like –

Warner: The mothership.

Murray: Lots of resources.

MS: Where do things stand three months in?

Warner: We have two residents right now and 24 members. Residents have to be members but you don't have to be a resident to be a member. We have people who offer services like intellectual property law that would be available to our clients. And we vet those partners. Ernest and I really screen to see who's here to provide a unique service to our membership. Members tend to be companies and they pay a membership pro-rated on their revenue. And we have investors. Investors can be anyone.

We get a lot of people walking in who've been in Beaufort a long time who have the background and the experience to help. The best way to help is to become a member. You're going to get all the communication and know what's going on and see for yourself where we need help and jump in. We've got a lot of people aged 59 and up with a lot of experience who could be mentors. In 2015, 20 percent of the companies started were started by people in their 60's.

Murray: The real goal here is to create great jobs and create companies out of the community to give the folks who have to work here the type of living they need to offset this high cost of living. I've often said that most people don't move to northern Beaufort county because they want to live in a sleepy retirement village. They move here because we're a very diverse, authentic place – a real hometown. My fear is that if we keep losing our young professionals to this mass migration of retirees at some point we wake up and we are a sleepy retirement village and I don't think anybody wants that here.

You know, before the tourists came and brought their high cost of living with them you could hack out a living here and make it work. That's changed. The economics just don't work. I think this is us trying to shape our own destiny rather than letting destiny shape us.

Beaufort High School

Vireo Labs Kicks Off Regional Student Feedback Tour For Mobile App, C’reer

Career-focused education technology company Vireo Labs today announced a regional student feedback tour starting in the southeastern United States. The company kicked off its "C'reer Day" initiative at Beaufort High School. "C'reer Day" is an ongoing regional listening tour designed to collect feedback from high school students on the company's free career and college matchmaking app named C'reer.

C'reer is available now in the App Store for iOS devices or in Google Play for Android devices. For more information visit www.creer.us.

"The C'reer leadership and development team was thrilled to meet with students face-to-face and exchange ideas about how they will actually use our product," said Vireo Labs co-founder and chief marketing officer, Ian Leslie. "As a lean start-up, we've been heads-down the last 18 months developing and testing the product. Now that it's live, there's no substitute for watching students use the product right in front of us. We get their unvarnished reactions and suggestions in real time. It's the best kind of feedback and helps us improve the user experience."

The C'reer mobile app allows students to complete a 5-minute vocational assessment, receive career recommendations that match their preferences, and connect to the best colleges aligned with their career choices via chat.

Leslie continued, "Each year 50 million Americans research college through the question: 'What do I want to be when I grow up?' Most will use a mobile device for this research. By going on site with the students, we get to test our design assumptions. One is that today's high school students like taking this sort of personality and career assessment on their phones rather than on one of the desktop options used by some high schools around the country." He added, "We also confirmed that students like that C'reer lets them share their profile and career results with parents on what is sure to be an important conversation."

Wally Holt, Vireo Labs chief technology officer, listened not only for feedback on the current product, but also for features that might go into future builds of the product. "While our major design decisions were validated, we also heard suggestions for data sets the students think will make the product more useful to them," Holt said. "This is only the first of a series of student dialogues we plan to have in South Carolina and across the southeast over the next two months.

Karen Gilbert, the director of career and technology education for the Beaufort County School District, hosted the first "C'reer Day".

Gilbert said, "The game design students at Beaufort High School were excited to try out C'reer and gave it a thumbs up. They determined the app was easy to download and they were able to see the results of their career interests within a matter of minutes. Part of my role is to help young people make the transition from school to career and make sure they're college ready. C'reer will definitely be a tool that we'll explore further."

The company has also completed a "C'reer Day" at Ponchatoula High School in Ponchatoula, La. and expects to be on the road and doing virtual meetings with schools through May.

For more information on how schools can host a "C'reer Day" email info@creer.us or simply pick a date and time here.

The mobile app has reached more than 1,100 downloads in 20 states through word-of-mouth since launching in late January. 

Beaufort, SC Digital Marketing Firm Receives Silver ADDY Award For Creative Excellence in Advertising

Picklejuice Productions announced today that they are the proud recipient of the American Advertising Federation's Silver ADDY Award for their design of a holiday e-card series for Beaufort's Regional Chamber of Commerce. The six-card series features whimsical illustrations of the coastal Carolina town's most iconic themes, keyed to holiday messages, which could be shared digitally to family and friends.

"This is the advertising industry's largest and most representative competition for creative excellence in the region," said Picklejuice founder and chief executive, Ginger Wareham, who designed the holiday series for the Chamber. "Receiving this recognition is a great honor for both Picklejuice Productions and Beaufort's Chamber of Commerce."

"The city of Beaufort works hard to preserve and promote both our heritage and our coastal lifestyle," said Robb Wells, Vice President for Tourism in the Beaufort Regional Chamber of Commerce. "Picklejuice's take on our holiday card perfectly captures that. Residents and visitors alike are always looking for ways to share what they love most about our city. We wanted a holiday card that they could download, customize and send online."

The Picklejuice team received the Silver ADDY Award at the American Advertising Federation's Midlands Chapter Awards Gala on February 18 in Columbia, SC. The AAF represents the interests of all facets of advertising: advertisers, agencies, suppliers and media. The AAF is based in Washington, D.C. and has more than 40,000 members through 200 local advertising clubs.

Vireo Labs Co-founders - Jose Mallabo & Ian Leslie

Vireo Labs Creates Connective App For Students, Higher Ed

Considering what career path to take can be daunting for a college graduate, let alone a ninth-grader just entering high school.

But a tech company based out of the city's newest venture, the Beaufort Digital Corridor BASEcamp, is creating a simpler way to connect students to their futures.

Ian Leslie of Vireo Labs says the startup's first product, C'reer, was developed as a way to help students and higher education institutions. "We learn. We suggest. You explore and connect," is how the mobile application is described.

Leslie said C'reer provides a 20-question assessment that a student can complete in about five minutes, giving high school guidance counselors another tool for the career planning part of their jobs.

"Guidance counselors have a huge workload, from career planning to addressing emotional and behavioral issues, along with academic problems," Leslie said.

"There's really a gap there in helping students find a career path, and the tools needed to help with career planning sometimes come at a high cost to the schools. To help solve that problem, we've created this free app that creates a profile for the student based on their personality and shows a list of careers within that profile."

Students can see whether they are considered "entrepreneurial, realistic or artistic," which jobs are geared toward that classification and the best colleges and universities to attend to prepare for that career.

"The way we recommend those schools is through a proprietary algorithm," Leslie said. "We've pulled in data from sources and have a formula that provides the recommended schools largely based on how they place professionals into those certain careers, but also factors in school indebtedness of post-graduates and the default rate on loans."

Once a student finishes the profile, it is up to him or her whether to connect to the university suggested–- which brings in the other side of the C'reer product.

Leslie says the college recruitment process is expensive.

"To recruit a student, the college or university needs them to stay a very long time before they can actually make money on that student," he said.

By using the C'reer app or web portal, a college can discover students who are "raising their hand that they are serious and interested in attending," Leslie said.

"But we're not just providing the college with the name of the student who is interested; we're actually giving a way for them to live chat with those students. It is all student-initiated, so the student must opt in and say they want to chat with the school," Leslie said.

Since launching C'reer last month, Vireo Labs has had more than 500 downloads through Apple and Google Play. The company is networking with guidance counselors in 40 states to push for more students to use the tool in preparing for their future.

The digital corridor is connecting the startup with potential investors while providing office space and local connections to the University of South Carolina Beaufort and Technical College of the Lowcountry.

Leslie and his partner Jose Mallabo hosted the first "Fridays at the Corridor" forum last week, using it to advocate for C'reer and show how BASEcamp is providing new opportunities for tech businesses.

"It's an opportunity to put a good foot forward for the corridor and show early success for this initiative," Leslie said.

Corridor program manager Karen Warner said the "Fridays at the Corridor" events will be held the second Friday of every month to keep the doors open to the community.

"We want to invite them in to showcase these businesses that are part of the fastest-growing job market," Warner said.

As a resident of Port Royal since 2002, Leslie has had to drive to Savannah for job opportunities. He is encouraged by the corridor's goal to diversify the Lowcountry's economy for professionals like himself.

"We are talking to USCB about internships on the developer and programming side of Vireo Labs, and that's a great start. When we become able to hire, we hope that to find that talent locally. And it's all about just putting Beaufort on the map," Leslie said.

"The more we can grow this economy, the better. I'm excited to be a part of that."

To learn more about C'reer, go to www.creer.us. To learn more about the Beaufort Digital Corridor, go to www.beaufortdigital.com.

Beaufort Digital Corridor Brings Tech Hub To Lowcountry

Ian Leslie has lived in the Lowcountry for 15 years, and he's pretty tech savvy.

"We heard the Digital Corridor was coming to Beaufort.... it's very important to me to invest back in the knowledge economy. I think it's important for young professionals to have jobs to stay here for," Leslie said.

Leslie and his business partners signed on as soon as Beaufort Digital Corridor opened its doors less than two weeks ago; and they launched their first mobile app Monday.

"C'reer, its a career matchmaking app available on your iPhone or android device. Uh what it does is it delivers a vocational assessment to high school students, helps them figure out um their personality, what careers are the best match for them and then connects them to the best university or college that places professionals in those careers," Leslie said.

Tech startup like C'reer are exactly what the city of Beaufort had in mind when planning the Digital Corridor.

Beaufort City Councilman Stephen Murray spearheaded the project.

"The council took a very strong focus on economic development about 2 years ago and specifically how do we create more economic opportunity, better jobs, for people who have to work and live here," Murray said. "What this seeks to do is to try to bring a sense of technology community together to give them a formal place to meet on a monthly basis so that synergies and companies and ideas can develop bring folks together."

With funding from the city, Hargray, Beaufort County Council, South Carolina Department of Commerce, and the Municipal Association of South Carolina, they were able to raise nearly a quarter of a million dollars, partner with the Charleston Digital Corridor and make the BASEcamp office space reality in Beaufort.

The BASEcamp hub consists of 10 office spaces, ranging in size from one to six people, and in price from $300 to $800 a month, utilities, fiber optic internet and coffee included.

Murray says it's time to for Beaufort to catch up with the rest of U.S. cities.

"I really think we are at risk of becoming a sleepy little retirement village and I don't think anybody whether its a young professional or a retiree wants that for our community so programs like this in trying to create opportunity for people are really important for who we are and who we want to be in the future."

And while the office spaces are reserved for tech startup companies, everyone in the community can be part of the innovation. Anyone can buy a yearly membership for $99 and get access to Friday networking events and the conference room.

"We'll have monthly Fridays at the corridor and have a guest speaker and we'll alternate topics, so one month, we'll talk about business development and how to grow your business, and the next month will be something on technology and emerging technology trends."

Currently, two offices are rented out. One to Leslie, and the other to University of South Carolina Beaufort computational professor, Brian Canada, who brings in students to work on projects.

To find out more about the Beaufort Digital Corridor, visit their website at www.beaufortdigital.com or call 843-470-3506.

See the WSAV-TV news coverage here

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