STRATEGIC

PLAN
FY 2013
This strategic plan was developed by the University of South Carolina
Advanced Issues in Entrepreneurship Fall 2012 class.
TABLE OF CONTENTS
Contents
Introduction ______________________________________________________________________________________________ 1
Mission Statement (current) ______________________________________________________________________________________ 1
Purpose _____________________________________________________________________________________________________________ 1
Our service _________________________________________________________________________________________________________ 1
Vision ______________________________________________________________________________________________________ 2
Strategic Focus Areas _____________________________________________________________________________________ 3
Experience _________________________________________________________________________________________________________ 3
Marketing __________________________________________________________________________________________________________ 3
Operations __________________________________________________________________________________________________________ 3
Experience ________________________________________________________________________________________________ 4
Strategic Focus Area: Visitor Experiences ______________________________________________________________________ 4
Marketing _________________________________________________________________________________________________ 9
Strategic Focus Area #1: Public Relations ______________________________________________________________________ 9
Strategic Focus Area #2: Creating Return Customers ________________________________________________________ 15
Strategic Focus Area #3: Expanding Marketing Network ____________________________________________________ 15
Strategic Focus Area #4: Improving the Website _____________________________________________________________ 20
Operations ______________________________________________________________________________________________ 21
Strategic Focus Area #1: Obtaining Capital ___________________________________________________________________ 21
Stategic Focus Area #2: Enhancing Membership Program ___________________________________________________ 22
Stategic Focus Area #3: Hiring Full-Time Employee _________________________________________________________ 23
Contact Information ____________________________________________________________________________________ 25
Operations Team __________________________________________________________________________________________________ 25
Marketing Team ___________________________________________________________________________________________________ 25
experience team __________________________________________________________________________________________________ 26

STRATEGIC PLAN
Page 1
Introduction
MISSION STATEMENT (CURRENT)
The South Carolina Railroad Museum's mission is the preservation and interpretation of railroading in
South Carolina.
PURPOSE
This Corporation is organized and is to be operated exclusively for educational and scientific purposes,
including, but without derogating from the generality of the foregoing:
(a) Collecting and preserving historical data, materials and equipment, pertaining to railroads of all
kinds, and wherever situated with special emphasis on those railroads serving the State of South
Carolina and the Southeastern United States;
(b) Organizing, maintaining, and supporting an operating transportation museum;
(c) Teaching the history of this country and the contributions that various modes of transportation
have made and are making towards its development, both to members of the Corporation and to the
general public;
(d) Educating the members of the Corporation and the general public on the subject often, and
future modes of transportation in this country, with special emphasis on railroads.
OUR SERVICE
The South Carolina Railroad Museum, as the only state-sanctioned rail museum in the state, is an invaluable
resource for preserving and promoting the history of railroads in South Carolina. Unfortunately, we feel that
not enough Carolinians are experiencing this history at the museum firsthand. Because of this, our group of
highly qualified University of South Carolina students has compiled this strategic plan for improving the
SCRM to increase museum traffic and profits so that it can continue to preserve South Carolinas railroading
heritage for many years to come.
This strategic plan includes recommendations for improvement in three main areas: Customer Experience,
Operations, and Marketing. We believe, based on our research, that if our suggestions are followed the
museum will see a measurable increase in visitors, members, and revenues.
If this plan is successfully completed, the museum will match our final vision for the SCRM: incorporating
the tourist railroad, the historical exhibits, and the multiple pieces of rolling stock into one all-inclusive
experience for visitors. Capital improvements will play a large role in achieving this, accompanied by
changes in what the museum offers its visitors.

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Vision
Looking towards the future, we hope to provide visitors to the SCRM with a full vintage railroading
experience. It will begin when they approach the ticket office. In the place where the current ticket
office/gift shop stands, visitors will see a freshly painted wooden paneled building, featuring
architectural accents that give the illusion that theyre entering an authentic 20
th
century train
station. Inside, an employee in a uniform reflecting that era will sell tickets printed to look just like
the ones that passengers would have purchased decades ago. The walls of the station will be
adorned with vintage photographs and small exhibits, and all of these elements will combine to
give every museum visitor the sense that they are taking a train ride into the past.
The vintage theme will continue as visitors exit the station onto the newly constructed platform to
wait for the train. While waiting, they can venture into the gift shop, in what is currently the
Gallery, which will have a faade matching that of the station. On their way through the building to
the gift shop, visitors will pass employees selling concessions fitting the museums vintage theme
for example, glass bottles of Coca Cola, classic candies, and freshly popped popcorn. The
concessions will serve the dual purposes of generating revenue and adding yet another piece to
the unique visitor experience.
When the train arrives at the platform, visitors will take their seats for the journey to Rion- the
new home of the SCRMs exhibits. Everything the customer has experienced up to this point will
have built anticipation for the things they will see at their destination. The area surrounding the
office building will be lined with antique train cars, some of them filled with exhibits that tell
various stories about the history of railroading in South Carolina. The train will depart back to the
station, giving visitors time to explore the exhibits. Visitors will then be able to hop back on the
next departing train whenever they have had their fill. This will be possible because the train will
run back and forth at regular intervals throughout the day, and tickets will represent a ticket to
ride the train to view the museum, rather than a train ride independent from the historical
exhibits of the museum.
A lot has to happen before this vision can become a reality. Because of this, we have divided our
plan into phases. Beginning with smaller, less capital-intensive improvements and ending with the
largest and most difficult projects.

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Strategic Focus Areas
EXPERIENCE
Visitor Experience
MARKETING
Public Relations Campaign
Creating Return Customers
Expanding Marketing Network
Improving Website
OPERATIONS
Obtaining Capital
Enhancing Membership Program
Hiring Full-Time Employee
Dining Trains: Determine costs and price point

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Experience
STRATEGIC FOCUS AREA: VISITOR EXPERIENCES
GOAL:
One initiative we think would be most beneficial to the South Carolina Railroad Museum is revamping the
visitor experience and events that are offered. In five years we would like to see the museum move to the
building at Rion and the front area become a vintage train station. This would correlate with SCRMs mission
to reinforce the preservation of the history of railroading in South Carolina. We want visitors to feel as
though they have stepped into a train station from the 20th century. The way to reach this goal is to shift the
focus from the museum to a tourist railroad business for the short term in order to fund the projects that
will move the museum to Rion.

STRATEGY:
With the assumption that the South Carolina Railroad Museum receives $250,000 in state funding
within the next year, we have devised a segmented plan to outline the phases of improvement. We
believe that these changes will not only improve the aesthetic of the property but also provide a
historical experience that will encourage visitor retention.

Thanks to Spencer Architect, LLC the South Carolina Railroad Museum has received pro bono
architectural renderings and site plans for the improvements to SCRM. These capture our vision and
will drastically improve the entire SCRM experience while maintaining an economical budget. Please
refer to these in Appendices A D


Phase 1 (Year 1)
1. Move some exhibits (mostly wall hangings) to Rion. Leave open floor space in the building
at Rion so that it can be used for special events.
2. Advertise Rion as a venue for special events such as parties and meetings.
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3. Change price points on Dinner Trains and Saturday train rides in order to increase
revenues to fund projects in phase two. Price recommendations are based on similar event
pricing around the United States (see Appendix E).
a. Saturday Train Ride - Adult (18+): $16.00
b. Saturday Train Ride - Child (ages 3-16): $12.00
c. All children under the age of 2 ride free
d. Dinner Train per person: $65.00
e. Dinner Train per couple: $125.00
f. Valentines Day Dinner Train: $150.00 per couple
4. Change price points on existing Special Event trains in order to increase revenues to fund
projects in phase two and differentiate from regular train ride prices.
. Santa Train - 1st Class Car: $25.00 (souvenir given)
a. Santa Train - Adult (16+): $20.00
b. Santa Train - Child (ages 3-16): $15.00
c. All children under the age of 2 ride free
d. 2013 Prices for new and improved polar express
e. 1st Class Car: $30/adults $25/child
f. Coach: $25/adult $20/child
g. All children under the age of 2 ride free
5. Use surveys (provided on website) to gauge customer satisfaction with museum and train
rides, and use responses to adjust pricing.
6. Optimize the train ride structure and increase the train utilization.
7. Increase the frequency of dinner train rides (once more dinner trains are acquired)
8. Redesign T-shirt & cups graphic to make it fun and interesting to purchase (create a
design contest in USC art department).

Phase 2 (Year 2)

1. Begin improvements to grounds. This will include landscaping the entryway, refinishing
and painting the existing buildings and clearing debris around Rion. We also suggest
creating a picnic area at the entryway, which will create a more leisurely atmosphere and
improve customer impression.
2. Create new special events and improve upon existing events to bring in more capital.
Fathers Day Barbecue
Utilize Rion for barbecuing (very low cost of food)
Have photo options for purchase

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Mothers Day Brunch
Use Rion as banquet hall for buffet
Have photo options for sale as well as other keepsakes (flowers for mothers)

July 4th Weekend Train
Do a train the weekend of July 4th with fireworks (inexpensive, easy to do,
people are willing to pay to see a fireworks show especially from a train)
Jazz Train
Premium adult event
Hire band from local area (maybe even high school) to play on train
Could be dinner train or just drinks/appetizers
Maybe incorporate prohibition/20s theme with themed wait staff

Christmas Train
Only have elves on train to better utilize time/build anticipation to Santas
workshop
Use Rion as Santas workshop each child gets to sit on Santas lap (photo
opportunity/upcharge)
Sell hot chocolate and sugar cookies at Rion as well as other souvenirs,
Children will want to buy things while waiting for/after seeing Santa
Offer first class seating with souvenir (ornament/souvenir mug)
Souvenir ornaments can be offered at low cost dependent upon quality
(quote from branded.com .72-2.20/ornament includes customization)
Brand the train with popular movie (Jack Frost, The Santa Clause, Polar
Express etc.) I need to check into the legality of this however several other
trains do it so something tells me it may be okay

Easter Train
Offer brunch train on actual day of Easter with buffet at Rion
Sell with Easter Egg hunt tacked on as a premium
Pictures with the Easter bunny at Rion (with option of souvenir photos as
an upcharge)

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Murder Mystery Train

Brief all participants with details of the murder story in the ticket office
Serve dinner and have wine on the train as the story unfolds.

3. The option of a photo printer should be explored as a possibility down the road, while
parents have their own cameras etc. people will pay premium prices for
souvenir/magnetic frames to document their trip especially for pictures with the Easter
Bunny/Santa

4. They need to really advertise events/push special things (fathers/mothers day) people
are always looking for anything special to do that they havent already and will pay a lot
just to try to do something special for holidays like this

5. Begin experimenting with Food/Beverage sales on Platform
Popcorn and Boiled Peanuts
Glass Coke Bottles
Ready to sell concessions
Hot Chocolate
Costs:
o .2076 cents per cup for mix
o .04 cents per cup for cup and lid
o Sell for $1 childrens cup and $2 adult/large cup
o .7524 profit per cup
Sell 60 cups per ride $45 extra dollars per ride
Popcorn
o Machine: Initial cost of $300 (5 gallon)
o Popcorn $21.27 per batch (20 4 oz. servings/batch)
o Boxes: .1588 per box
o Cost per batch: $24.44
o Sales Per Batch (at price of $3.00/box - $60)
o Profit per batch $35.56
Only have to sell 8.43 batches to make up initial costs
Hot Dogs
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o Steamer $476 (makes 80-90 dogs, 30/40 buns)
o .05338 per bag
o .2747per frank
o .1425 per bun
o .471 per hot dog sold = cost
o Price $2/hot dog
o Profit = $1.529/dog
Sell 311 hot dogs to cover initial costs
Candy
o Nestle/Hersheys Variety Pack .488/bar
o Ready to Display Multi Pack (52 bars) .5380/bar
Chips
o Variety Pack Frito Lay (50 ct. ) .2396/bag
Sell for $1/bag
o Big Grab Bag Variety Pack .3866/bag
Sell for $2/bag

Phase 3 (Year 3 and Beyond)
1. Working towards Site Layout PDF
a. Addition of the gravel
b. Separated Ticket Booth and Gift Shop/Concessions
c. Construction of train platform connecting the two existing trailer. The platform would
have old fashioned wooden awning.
2. Move Final Museum to 4-5 cars circling in Rion area
Once museum is fully moved to train cars at Rion begin running trains on a set schedule.
Customers buy one ticket, which pays for both the train ride and museum admission, and can
spend as much time as they like looking at the exhibits.
. Sell refreshments at Rion, with products changing seasonally. For example, sell cold drinks
in the summertime and hot drinks in the winter.
3. Change pricing for Saturday train rides to include admission to the museum at the end of
the ride at Rion.


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Marketing
STRATEGIC FOCUS AREA #1: PUBLIC RELATIONS
GOAL: TO IMPROVE SCRM PUBLIC RELATIONS THROUGH SOCIAL MEDIA AND PRESS RELEASES

STRATEGY:
Social Media
Throughout my experiences over the past few years I have done extensive work in public relations
and gained knowledge that has put me in a position to offer up a strategic social media plan for
SCRM. In todays world, social media is making the shift from an ancillary form of public relations
and marketing to the primary way an organization reaches its primary audience. The goal is to
have SCRM capitalizing on social media platforms in a consistent and efficient way.

Research
In order to use each platform at an optimum level it is important to understand its reach.
Knowing the who, what, when, where of these platforms is key in creating a strategy for tackling
each one, as well as creating an overall cohesive social media strategy across the board.
Facebook (statistics from the end of June 2012)
955 million monthly active users
Approximately 81% of monthly active users are outside the U.S. and Canada
552 million daily active users on average in June 2012
543 million monthly active users who used Facebook mobile products in June 2012
Twitter
As of March 2012 Twitter had 140 million active users in the United States, an increase
from 100 million in September of 2011.
In July 2012 Twitter passed the 500 million users mark.
Major tweeting cities are Jakarta, London and Tokyo.
Twitter experiences more than 1billion tweets every three days.
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YouTube
YouTube has around 800 million users that watch a total of roughly 3 billion hours of
video a month.
YouTube gets 4 billion page views a day, which is more than a 1 trillion a year.
70 percent of YouTube traffic comes from outside the United States.
YouTube is localized in 39 countries and across 54 languages.

SCRM
Facebook
SCRM currently has 616 likes on Facebook.
Twitter
No Twitter account is currently activated
YouTube
No YouTube account currently activated
So what does it all mean?
On average these platforms have roughly 752 million users and SCRM only has a following of
roughly 600, across the three platforms. The reach of SCRM can quite obviously be improved
upon. It is important to keep the goals set for each platform as realistic as possible. To strive for a
goal of 14 million Twitter followers is too lofty, but a lower and more realistic number can be
obtained fairly quickly by implementing some of the following strategies.
Strategy and Implementation
1. Creating accounts on platforms not currently being used
a. Twitter
i. Social Media users are beginning to move away from Facebook and more
towards Twitter, especially when trying to keep informed of whats going on in
the area. Facebook certainly is not dead and should still be used but
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capitalizing on the large audience presented by Twitter can increase SCRMs
reach.
b. YouTube
i. For an organization such as SCRM YouTube is may not be as effective as the
others but it couldnt hurt the organization to consider posting short videos
especially when the number of visitors has increased and events really take off.
2. Building a Following
a. An important strategy here is to go on like or follow campaigns. This does not
mean to like and follow as many things as possible and hope someone likes or follows
back. It must be done with a purpose. Like/Follow people and organizations that are
similar to SCRM, are involved in the industries SCRM is or hopes to be a part of and
supporters that are there to help get the word out. When liking/following take a look
at those users lists as well. That user may be following a person or organization that
SCRM should be following as well. Many users keep track of new followers and will at
least check out the account to see what it is all about. As a result of that, a user can
gain followers just by following someone else but as mentioned before this does not
mean follow everything possible in the hopes of garnering a few extra followers. It
must be done with a strategy and a purpose.
3. Timing, Consistency and the Dangers of Overload
a. The old saying timing is everything is in fact true, at least when it comes to social
media. For every medium there are high traffic times when advertising can be most
effective and efficient. For radio it is during morning and evening commutes. For
television it can be the early morning news hour but is most importantly during the
primetime viewing hours in the evenings. Social Media is no different than these other
mediums. Key times to post/tweet are as follows:
i. Beginning of the Workday (8am-8:30am)
1. One of the first things people do when they sit down at their computers
is check all of their news sources and social media platforms. In fact,
more and more people use social media platforms as one of their, if not
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their main, source for news. Posting now would put the information
out there when users are most looking to be informed.
ii. Lunch Time
1. Anytime users have downtime they usually at least scan their social
media platforms. Now would be the time to post/tweet lighter content.
Users are casually scanning at this point so nothing to heavy unless it is
absolutely necessary.
iii. Right before close of Business (4:30pm-5:30pm)
1. Users take this time to ease out of their workday. Most people will not
start a new project at this time because they know time is limited. So
users see this as downtime as well and use it to check platforms yet
again. If anything big has happened in the company that day now
would be the time to post it. There is no harm in doing a brief wrap up
of whats been happening. Again, nothing too detail heavy. Just the
need-to-know basics.
iv. Late night (9pm-10pm)
1. While it is not as important to post/tweet and this hour it should
definitely be considered as a notable time to put out content. At this
point most users evenings are winding down. Dinner is made,
homework is done, and kids are either in bed or making their ways
there, again giving users a moment of down time however brief it may
be. This is another time for light material or even the related articles
mentioned earlier.
b. It is important with each platform to be as consistent, with posting, as possible. As a
growing organization SCRM should be keeping interested parties informed of what is
happening. That can include new partnerships, new events and any major changes
within the company. That is not to say tweet and post every detail but make the
followers feel included.
c. When it comes to social media it is important to know when enough is enough. Too
many posts/tweets can be just as harmful, if not more so, than not posting/tweeting
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enough. Often times users will unfollow an individual or organization they believe has
too much of a presence. Its information overload. Think about when some is telling a
story. They are giving all the details when the listener really only wants the readers
digest version. In this case it is much the same thing. Followers do not want to hear
from an individual/organization every time they turn around.
4. Getting involved and getting others involved
a. Get involved in conversations. If there is a post on the news feed that seems to have
sparked attention and gotten numerous of comments take the time to read through it
and get involved in the conversation if possible. By doing this others who have
commented will now be exposed to the SCRM name and curiosity will lead them to the
SCRM account. Be careful not to get involved in conversations that can be seen as
controversial or negative. Its important to get the SCRM name out there but not so
important that it ends up being attached to negative issues.
b. There are ways to let other users do some of the work. When tweeting, if it is possible
tweet at an individual or organization. If tweeting a picture taken at an event tweet it
to those in the picture. Users love being mentioned and will usually re-tweet if it is
something positive. With that re-tweet SCRM has now been exposed to all of that
users followers as well.
i. Attached is a Media list that includes twitter handles for many news stations
and publications. This list can prove useful in implementing this particular
strategy.


Conclusion
Social media can be a powerful public relations and marketing tool when used properly and
effectively. By having a strategy before diving in SCRM can optimize its reach and in return garner
a positive response from followers. The goal is to put the proper research and time into creating
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each post so that each one matches up with the strategy already in place. The goal is to not just
post but to post in an intelligent, efficient and informative way.

Media Interaction
In any organization it is important that all internal and external communications be as clear and
concise as possible. Each communication piece, whether it is a flyer or a press release, should
present all the pertinent information effectively and efficiently.
While press releases may seem outdated they are still widely used and can be an effective tool in
getting the word out about upcoming events. You will find a media list in the appendices that can
serve as a good starting point as to where to send said press releases as well as a format guide for
writing press releases. You will also find an AP style guide with a few helpful hints that can be
useful in writing the releases. Its important to follow this guide because errors will stick out like
a sore thumb to journalism professionals, which could result in SCRM not being taken as seriously
as it should be.
To be most effective, it is a good idea to send a press release roughly three weeks before the event
and then again about a week prior to the event just as a reminder. Emailing a press release to
multiple outlets only takes a few minutes. It may not always result in coverage by that news
station, newspaper or magazine but the positive effect it could have is well worth the small
amount of time spent.
Over time it is important to build as many relationships as possible with the various media outlets.
The hope is that eventually that the SCRM information doesnt have to make its way through
multiple channels to get to the right person but instead SCRM has a point of contact at outlets that
have been most helpful in the past.


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STRATEGIC FOCUS AREA #2: CREATING RETURN CUSTOMERS
GOAL: TO CREATE AND MAINTAIN RELATIONSHIPS WITH CUSTOMERS, AND BRING
AWARENESS TO UPCOMING EVENTS AND PROMOTIONS
STRATEGY:
In order to create on-going relationships with customers, we have created a survey to hand out to customers
on the returning train ride from Rion. This survey will provide SCRM with feedback, which will allow SCRM
to track customer demographics, marketing effectiveness, customer experiences, as well as email addresses
in order to keep in contact with guests. The survey has been created in a Google form document and added
to the Gmail which was created for SCRM. This form automatically submits survey answers to a spread sheet
which can be easily downloaded as an excel document. Customers will access the survey via QR Code (See
Appendix G) or web address provided on small survey cards. This will allow us to direct customers to both
the survey and the new website simultaneously.
We have also created a series of flyers (See Appendix F) to send out to customers who provide us with their
email addresses. These email addresses will be found in the Google spreadsheet from the last question in
the survey. Utilizing email addresses provided will allow us to inform guests of upcoming events and
promotions, hopefully creating more return customers.
STRATEGIC FOCUS AREA #3: EXPANDING MARKETING NETWORK
GOAL: TO MAKE THE SC RAILROAD MUSEUM A KNOWN TOURIST DESITNATION BY BUILDING
RELATIONSHIPS WITH STATE ENTITIES
STRATEGY:
We have provided a list of statewide industries worth exploring for marketing and partnership purposes.
We would like to see SCRM utilize Information/Welcome Centers, airports, parks, and other museums to
promote the Rail Road Museum in general as well as seasonal events. Creating partnerships with these
organizations can help to reduce costs. You can do this by offering to mutually promote other organizations.
Examples include adding Mass General Store promotions to the back of tickets in exchange for the Mass
General Store donating paper and printing costs for SCRM train ride tickets.
SOUTH CAROLINA
EXTENSIVE PUBLICITY OPPORTUNITIES

WELCOME CENTERS & REST AREAS scdot.org/getting/restareamap.aspx
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Interstate 85 (South to North)
Welcome Centers: Northbound - Mile Marker 0
Southbound - Mile Marker 103.3
Rest Areas: Northbound - Mile Marker 17
Southbound - Mile Marker 24

Interstate 385 (South to North)
Rest Area: Median Serving North & Southbound - Mile Marker 5.8

Interstate 26 (West to East)
Welcome Center: Eastbound - Mile Marker 3
Rest Areas: East & Westbound - Mile Marker 63.5
East & Westbound - Mile Marker 123
Eastbound - Mile Marker 150
Eastbound - Mile Marker 204
Westbound - Mile Marker 152

Interstate 20 (West to East)
Welcome Center: Eastbound - Mile Marker 0.05
Rest Area: East & Westbound - Mile Marker 93.5

Interstate 77 (South to North)
Welcome Center: Southbound - Mile Marker 89
Rest Area: South & Northbound - Mile Marker 93.5

Interstate 95 (South to North)
Welcome Centers: Northbound - Mile Marker 4.3
Southbound - Mile Marker 99
Southbound - Mile Marker 195
Rest Areas: North & Southbound - Mile Marker 47
Northbound - Mile Marker 99
North & Southbound - Mile Marker 139

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MUSEUMS
Fairfield County Museum Winsboro, SC midnet.sc.edu/fairfieldmus
Sumter County Museum Sumter, SC sumtercountymuseum.org
BMW Zentrum Spartanburg, SC bmwusfactory.com/#/zentrum
Museum of York County Rock Hill, SC chmuseum.org/ourmuseums/myco/index.htm/
Comporium Telephone Museum Rock Hill, SC comporium.com/about-telephone-museum
Nostalgia City and Museum Myrtle Beach, SC nostalgiacityandmuseum.com
Lexington County Museum Lexington, SC lex-co.com/museum.html
Greenwood Railroad Historical Center Greenwood, SC
emeraldtriangle.sc/museum/railroadhistoricalcenter.aspx
South Carolina State Museum Columbia, SC museum.state.sc.us
Charleston Museum Charleston, SC charlestonmuseum.org

COMMERCIAL AIRPORTS
AGS Augusta Regional flyags.com
CHS Charleston International chs-airport.com
CLT Charlotte-Douglas International charmeck.org.city/charlotte/airport/pages/default.aspx
CAE Columbia Metropolitan columbiaairport.com
FLO Florence Regional florencescairport.com
GSP Greenville-Spartanburg International gsairport.com
HHH Hilton Head Island savannahairport.com
SAV Savannah/Hilton Head International savannahairport.com
MYR Myrtle Beach International flymyrtlebeach.com

AMTRAK STATIONS amtrak.com/south-train-bus-stations
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CAM Camden, SC DNK Denmark, SC
CHS Charleston, SC FLO Florence, SC
CSN Clemson, SC KTR Kingstree, SC
CLB Columbia, SC SPB Spartanburg, SC

RECREATIONAL PARKS
THEME PARKS
Carowinds Fort Mill, SC carowinds.com
Family Kingdom Myrtle Beach, SC familykingdomfun.com
Myrtle Beach Grand Prix North Myrtle Beach, SC mbgrandprix.com
WATERPARKS
Myrtle Waves Waterpark Myrtle Beach, SC myrtlewaves.com
Splash Zone Charleston, SC ccprc.com/index.aspx?NID=93
Whirlin Waters Charleston, SC ccprc.com/index.aspx?nid=95
Wild Water Fun Park Surfside Beach, SC wild-water.com
Palmetto Falls Water Park Fort Jackson, SC fortjacksonmwr.com/waterpark/index.html
Saluda Splash Columbia, SC icrc.net/parks/saluda-shoals.aspx
Discovery Island Waterpark Simpsonville, SC icrc.net/parks/saluda-shoals.aspx
ZOOS
Alligator Adventure North Myrtle Beach, SC alligatoradventure.com
Edisto Island Serpentarium Edisto Island, SC edistoserpentarium.com
Greenville Zoo Greenville, SC greenvillezoo.com
Hollywild Animal Park Inman, SC hollywild.com
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International Center for Birds of Prey Charlston, SC icbp.cm
Ripleys Aquarium Myrtle Beach, SC ripleyaquariums.com/myrtlebeach
Riverbanks Zoo & Garden Columbia, SC riverbanks.org
The South Carolina Aquarium Charleston, SC scaquarium.org
NEWSPAPERS
Herald Independent Winssboro, SC heraldindependent.com
The State Columbia, SC thestate.com
Charlotte Observer Charlotte, SC charlotteobserver.com
The Charleston Gazette Charlseton, SC wvgazette.com
The Greenville News Greenville, SC greenvilleonline.com
BILLBOARDS scdot.org/doing/permits_Outdoor.aspx
TV STATIONS
WLTX Columbia, SC wltx.com
ETV - South Carolina Educational Televeision Columbia, SC scetv.org
WYFF 4 Greenville, SC wyff4.com
WSPA-TV Spartanburg, SC wspa.com
WHNS Fox Carolina Greenville, SC foxcarolina.com
WPDE-TV Florence, SC carolinalive.com
WCIV Charleston, SC abcnews.com
STRATEGIC PLAN
Page 20
STRATEGIC FOCUS AREA #4: IMPROVING THE WEBSITE
GOAL: TO CREATE A BRAND NEW IMAGE OF THE SCRM STARTING WITH A NEW,
AESTHETICALLY PLEASING WEBSITE AS THE CUSTOMERS FIRST IMPRESSION
STRATEGY:
The website plays a critical role in the operation and continued success of the South Carolina
Railroad Museum. The website is used as a way to both attract new members and service current
members, while providing useful information in a clear and easy to find way. SCRMs new website
(See Appendix G) has a modern and professional, yet historic appearance that matches the rest of
SCRMs image, while maintaining easy to use functionality to serve real, relevant information
about SCRMs business.
The new website will make attracting new customers easy and it will show them why SCRM has
something to offer for everyone. An important aspect of attracting new customers is connecting
with customers directly through social media, such as Facebook. The website includes a
connection to SCRMs Facebook account. This connection will help provide SCRM with a means too
not only communicate with its current customers, but also to help advertise and attract new
customers.
We are in the age of technology and specifically of mobile technology, and while people
traditionally think of museums as old and out of date, the SCRM website is not. This is why there is
a complete mobile version of the SCRMs website. This mobile version will allow customers to
access SCRMs website and all of its useful information while on the go with their cell phones. The
mobile version of SCRMs website supports the iPhone, Android, Blackberry, and even WAP
platforms.
People today want access to their information quickly, they want it easy to use, they want it to be
useful, and they want it on the go. SCRMs new website accomplishes all of these things to help
benefit its customers and ensure the advancement of its business.
STRATEGIC PLAN
Page 21
Operations
STRATEGIC FOCUS AREA #1: OBTAINING CAPITAL
GOAL: ONE-TIME STATE FUNDING AND SALE OF ROLLING STOCK
STRATEGY:

One-time State Funding

While the plan we are presenting is ambitious, financing the investment should not be as
difficult. As the only recognized railroad museum in the state, SCRM is in a unique position to
lobby for state funding. It benefits Winnsboro and Fairfield County both financially and
educationally, and is long overdue for receiving state funds.

We recommend using this proposal to request a one-time allocation of $250,000 from the capital
reserve to cover expenses associated with the project. This is a sizeable amount of money for
SCRM, yet is very realistic to obtain from the state, as over $107 million was distributed last fiscal
year. Allocations from the capital reserve fund are limited to capital improvements and non-
recurring projects, so this will garner recurring funds, but will set up the museum for growth and
higher revenues in the coming years. Hearings for allocations of funds are held in March, and
funds are not distributed until the summer.

Due to the potentially high cost of hiring a lobbyist, it is best to exhaust all possible avenues, like
working with a legislator directly. We recommend taking this case directly to Sen. John Courson
and Creighton Coleman, as both have been personally involved with SCRM in the past. Both will be
in office during the upcoming year, and are a much more attractive choice than using a
lobbyist. However, if neither legislator will take on this project, we recommend paying a one-time
fee for a lobbyist instead of a payment plan to reduce costs as much as possible.

Sale of Rolling Stock

Another way to gain capital is through the sale of rolling stock. SCRM has a number of unused rail
cars that, while historical, do not necessarily improve the experience for the average visitor. There
are a pulpwood, gondola, and flat car that can each be sold with no detriment to the museum. The
sale of this rolling stock, estimated at $2,000 per piece, could generate a decent amount of money
STRATEGIC PLAN
Page 22
to be invested in growth opportunities for the museum. Additionally, this will free up track space
that can be used by new capital acquisitions, such as extra dinner cars.

STATEGIC FOCUS AREA #2: ENHANCING MEMBERSHIP PROGRAM
GOAL: RESTRUCTURE MEMBERSHIP PROGRAM
STRATEGY:

We are aware that members are an integral part of the SCRM. Members do much of the
volunteering and promotion necessary to keep the trains running and the customers
coming. Therefore, we would like to propose a new membership system to reward those who do
so much for the museum. Currently, the membership benefits are mostly functional in nature - the
main benefit that the members derive from it is free train rides on regular operating days. We
want to increase goodwill among the members, and offer benefits that will ultimately return to the
museum in the form of increased revenue.

We propose a two-tiered membership system to increase membership and sales from members,
and reward those who seek to be most involved with the museum. The membership price will not
change for the first tier, and current members will be pleased to know that they will be gaining
new benefits. Tier 2 will be offered to those who want to additionally support the museum, either
in a monetary donation or minimum time spent volunteering, to be determined by the Board.

Tier 1: Engineer Membership Benefits
$25 Individual
$35 Family
Online monthly newsletter
Annual mailed newsletter with a donation request
Online membership page access
Rides on membership days
Train crew certification

Tier 2: Conductor Membership Benefits
$70 Individual
$100 Family
STRATEGIC PLAN
Page 23
Tier 1 Benefits
Calendar with discount coupons
Membership card redeemed for 20% off discount for special events

In addition to new member benefits, we recommend additional volunteer benefits as well. We
propose a quarterly Volunteer Day, where those interested in volunteering to help maintain the
grounds or improve the facilities can volunteer for a few hours and take a train ride to Rion for a
barbecue. As SCRM renovates its facilities in accordance with certain aspects of our plan, there
will be many opportunities for volunteers to assist in painting, cleaning, and moving items around
the property. We recommend reaching out to local churches and charitable organizations to help
find volunteers, and keeping a volunteer database in order to reach out to them and their friends
for each Volunteer Day.

STATEGIC FOCUS AREA #3: HIRING FULL-TIME EMPLOYEE
GOAL: TO INCREASE THE PRODUCTIVENESS OF THE SCRM BY HAVING A FULL-TIME STAFF
MEMBER
STRATEGY:
With the expected future growth of SCRM, our team anticipates the need for an FTE to manage the
operations, marketing efforts and public relations of SCRM. We have compiled a list of roles that
will need to be filled by this employee. Our team expects these tasks to fulfill a normal 40-hour
workweek.

Projected timeline
Phase 1 (Year 1)
Contact an employment agency
Begin FTE search
Phase 2 (Year 2)
Interview candidates
Seek Board approval for hiring

Phase 3 (Year 3)

STRATEGIC PLAN
Page 24
FTE begins work at SCRM

Compensation based on state employee pay band for a college-educated employee.


Executive Director
South Carolina Railroad Museum
Job Descriptions

Operations
Manage daily operations of SCRM
Plan tours and special events, averaging 10-20 annually
Work with curators to develop exhibits
Assist with tour guide script preparation and training
Manage museum gift shop inventory and appearance
Recruit and develop volunteer program based on need
Work with Board of Directors to evaluate and grow current and future projects

Marketing/ Public Relations
Represent SCRM in contacts with community
Write and distribute promotional material for upcoming SCRM events
Distribute press release to local news outlets about events and activities at SCRM
Maintain website content and ticket sales
Assist with membership newsletter production and delivery
STRATEGIC PLAN
Page 25
Contact Information
OPERATIONS TEAM
BRITTNEY
SHULL
BROCK
EDGAR
KORY
PIPPIN





Tel (803) 238-4440
brittshull@gmail.com
Tel (803) 354-8505
edgarb@email.sc.edu
Tel (864) 906-3656
korypippin08@gmail.
com



MARKETING TEAM
KIMBERLY
ELCHLEPP
JEFFREY
SCHWARTZ
ALEXA
JEFFREY
BRYANT
WHITE






Tel (803) 622-2888
elchlepp@email.sc.edu
Tel (678) 595-0992
schwartr@email.sc.edu
Tel (803) 493-1978
jeffreya@email.sc.edu
Tel (864) 872-2508
bryantkirkwhite@gmail.
com

STRATEGIC PLAN
Page 26
EXPERIENCE TEAM
DAVID
MOODY
JIACHENG (TED)
LIU
HEATHER
GOLGART
RACHEL
HEACOX






Tel (864) 431-9401
dlmoody13@gmail.com
Tel (803) 553-4135
Tedp32@gmail.com
Tel (972) 741-2808
golgart@email.sc.edu
Tel (443) 564-5824
heacoxr@email.sc.edu

RYAN
SKELLY




Tel (703) 606-0588
skellyr@email.sc.edu




APPENDIX A
South Carolina Railroad Museum Renovation Rendering 1


Proposed Ticket Office Renovation



Original Ticket Office



Spencer Architect LLC 11031 Cattail Bluff, Tega Cay, SC 29708 803-802-8590 spencerlc@aol.com
APPENDIX B
South Carolina Railroad Museum Renovation Rendering 2





Proposed Campus Renovation





Original Campus










Spencer Architect LLC 11031 Cattail Bluff, Tega Cay, SC 29708 803-802-8590 spencerlc@aol.com
APPENDIX C
spencer architect
Nov. 12, 2012

SOUTH CAROLINA RAILROAD MUSEUM Design Proposal

Address: 110 Industrial Park Road, Winnsboro, SC 29180

The following are approx. costs for the design suggestions for the project:

Site Improvements: Estimate
New signage on each building & entrance $4,000
Parking lot gravel (approx. 25,000sf) $15,000
Railroad tie borders (3x3x8 78 @ $4/each) & installation $2,000
Walkway pea gravel & black liner $3,000
Landscaping - trees - 8 large ($200/each), 6 flowering ($150/each) $2,500
- 40 bushes ($20/each) $800
- pine needles, preparing beds & planting $3,000
Picnic table & benches (4 @ $300/each) $1,200
Subtotal $31,500

Building Improvements:
Painting exterior of 4 buildings & guard house ($1500/building) $6,000
Painting interior of 4 buildings ($1000/building) $4,000
Add trim on buildings (1x4 battens) $8,000
New deck (1200sf @ $10/sf) $12,000
Staining decks with clear & railings w/ translucent colored stain $2,000
New snack bar tables & chairs (4 sets inside & 8 sets outside @ $250/each) $3,000
New snack bar counter $5,000
Snack bar coolers & equipment $3,000
New customer ticket window counter $4,000
Misc interior elements $2,000
New museum cabinets & display tables $5,000
Subtotal $54,000

TOTAL Construction Costs $85,500

GC costs (15% allowance) $12,825
Contingency (5% allowance) $4,275

TOTAL $102,600


Submitted
SPENCER ARCHITECT



Constance A. Spencer M.Arch, AIA
Principal


* All costs are rough estimate that must be verified and priced by a contractor

Spencer Architect LLC 11031 Cattail Bluff, Tega Cay, SC 29708 803-802-8590 spencerlc@aol.com

APPENDIX D
Train Ride Prices by State

Arizona
Verde Cannon Railroad
Halloween Train
Wine Tasting Train - $119/pp
Ride w/Food& Beverage available for purchase $54.95/pp (First Class $79.95/pp)

Arkansas
Eureka Springs & North Arkansas Railway
$39.50/pp

California
Skunk Train
Pumpkin Train - $49/adult $24/child
Christmas Train - $35/adult $25/child
Fathers Day Barbecue $70/adult $25/child
Easter Brunch - $70/adult $40/child
BBQ Dinner $70/adult $40/child

Filmore and Western Railway
Pumpkin Train - $20/adult $10/child
Dinner Train - $89/pp

Sacramento River Train
Christmas Train $30-52/pp
Sunday Brunch $28/child $53/adult
Dinner $40/child $67/adult Premium Adult $92/adult
Halloween Train $29/child $34/adult

Pacific Southwest Railway Museum Association
Santa Train
o Nov. 23-Dec.8
$30-35/adult $20/25/child
o Dec. 14-Dec. 22
$35-50/adult $25-40/child

Napa Valley Wine Train

$109-139/pp

Connecticut
Essex Clipper
Dinner Train - $75/pp (4 course meal. 2.5 hours, cash bar)
APPENDIX E
Caboose Birthday Party
o Moving caboose - $375
o Stationary $250
North Pole Express
o First Class - $60/pp
o Coach $28/pp
Santa Special
o First Class $40/pp
o Coach $20/pp

Delaware
Wilmington Western Railroad
o Easter Bunny Train
Adults $17.50
Children $15.50
o Santa Train
Adults $17.50
Children $15.50
o Valentines Dinner Train
Adults $65
Children $30
o Regular Dinner Train
Adults $52
Children $26

Florida
Murder Mystery Dinner Train
Adults $75

Indiana
Indiana Transportation Museum
Dinner Train : $70/pp


Kentucky
Cincinnati Dinner Train
$74.50/pp

Flamingo Dinner Train
Pullman Car $53.95/pp
Parlor w/champagne $65/pp

Maryland
Walkersville Southern Railway
Dinner Train
o Adults $65/pp
o Children $50/pp

Western Maryland Scenic Railroad
Standard Excursion
o Adults: $55/first $45/club $35/coach
o Child: $35/first $30/club $25/coach
Murder Mystery Dinner
o $85/pp
Polar Express
o Adults: $55/fist $45/club $35/coach
o Child: $35/first $30/club $18/coach

West Virginia
Cass Scenic RR
Standard train $18/adults $13/children
Dinner Train

Missouri
St. Louis Iron Mountain Railway
Regular Train $16
Dinner $35

Branson Scenic Railway
Polar Express Train
o First Class: $49/adult $39/child
o Coach: $35/adult $24/child
Regular Train
o $25.25/adult $14.75/child
Dinner Train
o $55/pp

Columbia Star Dinner Train (Columbia, MO)
$79.95/pp (doesnt include gratuity or drinks)
Sunday Brunch $59.95/pp

Tennessee
Tennessee Valley Railroad
Dinner Train : Starts at $56/pp
Valentine Dinner Train: $120/couple
Santa Train: General $24, First Class $48




APPENDIX F

TAKE A RIDE WITH THE SC
RAILROAD MUSEUM
SOUTH CAROLINA RAILROAD MUSEUM
Come enjoy a scenic train ride at
the SCRM. Packed with historical
artifacts, visitors get the chance to
take a unique tour of the history of
South Carolinas railroad industry.
To find out more information about
tickets and departure times, check
out www.scrm.org

110 INDUSTRIAL PARK ROAD
WINNSBORO, SC 29180

APPENDIX G
8rlttney L. Shull
8luckburn Roud
lrmo, SC zc6
8c.z8.c
brlttshullQgmull.com

"#$%&'()*
MCCRL SCECCL Cl 8USlNLSS, Unlverslty of South Curollnu Columblu, SC USA
+&%,-.)/ )0 1%(-*%-2 +$3(*-33 4#5(*(3'/&'()* Lecember zcz
6&7)/38 Munugement und Murketlng
6(*)/38 Publlc Relutlons und Advertlslng
9:48 .8
4;&/#3< =)*)/38 Presldent's Eonor Roll, Leun's Llst
:/)0-33()*&. ">?-/(-*%-
lNLLPLNLLN1 LvLN1 MANACLMLN1 August zcc - Present
1'&@- 6&*&@-/8 Performunces ln Columblu, SC und Sumter, SC for Columblu Clty 'uzz Lunce Comuny.
A-##(*@ B))/#(*&')/ &*# C(/-%')/8 6 veddlngs ln Columblu, SC und Suvunnuh, CA.
433(3'&*' 1'&@- 6&*&@-/< D)@(3'(%3 B))/#(*&')/8 Solld Rock Chrlstlun Concert ut Colonlul Llfe Arenu.

PCS1 NC 8lLLS, lNC. Columblu, SC USA
B)55$*(%&'()*3 E*'-/* 'uly - Cctober zc
Asslstunt to Communlcutlons Llrector - focuslng on ubllc relutlons, medlu relutlons, medlu buylng, und
soclul medlu cumulgns.
Prlmury cllents lncluded: SC Stute lulr, SC Eosltullty Assoclutlon, 8urnyurd lleu Murkets, und llloutz.
Creuted und dlstrlbuted ress releuses throughout SC for ull cllents llsted ubove.
Suorted Communlcutlons Llrector wlth medlu buys (outdoor, rudlo, 1v, und rlnt) und medlu relutlons before
und durlng the SC Stute lulr, urtlculurly durlng llve 1v und rudlo broudcusts.
Asslsted Presldentj Cwner wlth u ress conference for llloutz nutlonul debut of lldzforce (kld sules force).
Ceneruted und ubllshed soclul medlu contests und cumulgns through vlldflre A for lucebook.

CCLUM8lA Cl1Y 'A22 LANCL SCECCL ANL CCMPANY Columblu, SC USA
F00(%- 6&*&@-/ Lecember zcc, - Muy zcc
Chlef coordlnutor for ull offlce tusks, uccountlng through Qulck8ooks, stuge munugement, und
communlcutlon wlth students, urents, fuculty, und bourd members.
lnstltuted Qulck8ooks uccountlng softwure for hlgher flnunclul efflclency. Munuged monthly budget und uyroll.
Plunned und orgunlzed chlldren's summer cums (uveruge uttendunce: zc chlldren), dunce lntenslve cums
(uveruge uttendunce: 8c duncers), und communlty erformunces ( unnuully).
Acted us stuge munuger for slx unnuul shows. Crgunlzed tlcket sules und stugehunds for erformunces.

lRlS1lN NLvMAN LLSlCNS Churleston, SC USA
"G-*' :.&**(*@ &*# C-3(@* 433(3'&*' Setember zcc8 - Arll zcc
Stuff usslstunt to Cwner und Lxecutlve veddlng Plunners for slx weddlngs ln the Southeust.
Lxecuted deslgn rojects und munuged communlcutlon between weddlng urty, vendors, und weddlng lunners.
NLELMlAE CCMMUNlCA1lCNS Columblu, SC USA
">-%$'(G- 433(3'&*' August zcc8 - November zcc
Prlnclul usslstunt to Presldentj CLC - mulntulned offlce orgunlzutlon, uccountlng, und udmlnlstrutlon.
Munuged Qulck8ooks uccountlng softwure for two nonroflt orgunlzutlons.
Provlded dully usslstunce to Presldentj CLC, lncludlng corresondence und c seclul events und meetlngs.

EH 1I(..3 E*'-/-3'3
PC & Muc Systems | Mlcrosoft Cfflce | Qulck8ooks 1ruvel | veddlng Leslgn | Cullnury Arts
CONTACT INFO
HEATHER GOLGART
5460 Longvue Drive, Frisco, TX 75034
(972) 741-2808
Golgart@email.sc.edu


EDUCATION
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC USA
Bachelor of Science, Business Administration May 2013
Majors: Marketing, Entrepreneurial Management
Minors: French, Political Science
Class: Senior
GPA: 3.87
Awards: Deans List, Presidents List, Top 15% of Class, McKissick Scholars Award, All AKPsi Academic Team

EXPERIENCE

KASSINGER DEVELOPMENT GROUP Asheville, NC USA
Intern May-July 2012
Worked with business and school district to create joint internship/mentoring program and scholarship
including all planning and finances.
Consolidated all documents and files into a centrally accesible online cloud storage system
Created new central online communication system including email, calendar, document storage and
collaboration tools.

BENTLEY PREMIER BUILDERS Frisco, TX USA
Sales, Marketing May-August 2010, 2011
Generated new business through showing homes to potential buyers and maintaining these contacts.
Generated sales through demonstrating superior knowledge and customer service.
Created and maintain social media marketing increasing company awareness and potential sales.

AUGUSTA NATIONAL GOLF CLUB Augusta, GA USA
Sales, Bobby Jones April 2011
Worked in retail for the club during the Masters tournament selling the Bobby Jones clothing line.
Sold Bobby Jones merchandise to tournament attendees through excellent customer service

HOLLISTER CO. Frisco, TX USA
Sales, Brand Representative May 2009-August 2009
Promoted positive brand image through professional interaction with customers while working in sales.
Increased customer satisfaction and clothing sales through positive customer service and brand
representation.
Decreased inventory shrinkage/theft by 10% through increased customer service.

SERVICE

LYCEE DE BAMBEY Senegal, Africa Senegal, Africa
Tutor May 2012
Taught and tutored Senegalese high school students in English and American culture
Taught language and motor-skills in Senegalese pre-school


LANGUAGES FRENCH: advanced

IT SKILLS Windows 7 (Proficient), Word (Advanced), Excel (Basic VBA), PowerPoint (Advanced),
Adobe Photoshop (Proficient)

ACTIVITIES Alpha Lamda Delta Honor Society, Kappa Kappa Gamma Sorority (public relations)
National Society of Collegiate Scholars, Alpha Kappa Psi professional business fraternity
(fundraising, academics).

AWARDS Girl Scouts of America Gold Award (equivalent to Eagle Scout)

INTERESTS Travel, Economic Development, Snowboarding, NBA Basketball
JEFFREY R. SCHWARTZ
3182 Bolero Pass, Atlanta, GA 30341
+1 (678) 595-0992
Jeffrey.Robert.Schwartz@gmail.com

EDUCATION
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC USA
Bachelor of Science, Business Administration May 2013
Majors: Marketing & Management
Minor: Public Relations & Advertising
GPA: 3.6/4.0
Awards: Deans List (5 semesters), Woodrow Scholarship Recipient

UNIVERSITY OF TECHNOLOGY SYDNEY Sydney, AUSTRALIA
Courses: International Marketing May 2012
Co-authored report titled National Rugby League: The Impact of the West Sydney Giants

EXPERIENCE
AT&T Atlanta, GA USA
Retail Leadership Internship Program May 2012 July 2012
Participated in a concentrated 10-week internship to enhance knowledge of the competitive corporate environment.
! Partook in extensive leadership training from top senior executives at AT&T Mobilitys corporate headquarters.
! Worked with the Retail Sales Managers to learn store operations and develop effective management techniques.
! Created and executed a sales incentive competition to drive results and saw a 20% increase in recurring revenue.
! Developed and practiced the skills to inspire, engage, and coach a team of 22 employees.
! Performed a SWOT analysis of 4 competitors and presented results & recommendations to program directors.

WEBTECH SERVICES Atlanta, GA USA
Summer Intern/Junior Developer May 2011 July 2011
Conducted search engine marketing, website creation/maintenance & search engine optimization utilizing social media.
! Designed, implemented, and maintained websites using HTML, CSS, Joomla and Wordpress
! Increased traffic by 67% to clients websites & raised rankings on search engines by utilizing social media.
! Compiled performance reports for clients by analyzing data for traffic, website conversion, and bounce rate.
! Created monthly action plans for clients to establish short and long-term goals for their businesses.

TOPFORM KARATE AND FITNESS Columbia, SC USA
Student Consultant January 2011 May 2011
Effectively applied management principles and techniques while working in tandem with clients to start a karate studio.
! Analyzed clients business as a team to find opportunities for achieving a long-term competitive advantage.
! Attained top marks out of 10 consulting groups for the best business plan and implementation for clients business.
BEST BUY Atlanta, GA USA
Computer Specialist October 2007 August 2009
Sold computer desktops, laptops, accessories, and technical services to prospective customers in the store.
! Achieved highest sales out of 60 employees in Quarter 1 of 2009.
! Sold an average of $150 in accessories and services packages per computer, increasing profit margins.
! Developed successful printer marketing campaign aimed at college students that increased printer sales by 200%.

LEADERSHIP
ALPHA EPSILON PI FRATERNITY Columbia, SC USA
Vice President, New Member Educator, Rush Committee, Fund-Raising Chair August 2009 Present
! Collaborated with budget committee to oversee a $35,000 budget; compiled reports to analyze fraternal spending.
! Organized Spring Brother Auction Philanthropy: Raised $4,200 for charity during Spring 2010 and 2011.

IT SKILLS
SOFTWARE/PROGRAMMING
! Microsoft Windows, Apple Mac OS X, and Apple iOS Operating Systems
! Word, Excel, PowerPoint, Outlook, Adobe Photoshop, Adobe Dreamweaver, Apples Aperture
! HTML, CSS, Joomla, Wordpress

INTERESTS Sports, Photography, Technology, Cooking, Entrepreneurship

JIACHENG (TED) LIU
1520 Senate Street APT 114, Columbia, SC 29201 | +1 (803) 553-4135 | tedp32@gmail.com

PROPESSIONAL COMPATENCIES
Lean/ Six Sigma: Value Stream Map, Process
Simulation, Regression
Management Science: (POM for windows)Queuing
models, Forecasting, linier programing
Entrepreneurial Analyze: SWOT Analysis, Business
Plan Writing &Analysis

Language: Mandarin (Native)

EDUCATION
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC USA
Bachelor of Science, Business Administration May 2013
Majors: Global Supply Chain and Operations Management & Entrepreneurship
GPA: 3.2

PROFESSIONAL EXPERIENCE
PROPENSITY CONSULTING GROUP Columbia, South Carolina USA
Consultant Team Member January 2012 April 2012
Designed and presented projects for the Riverbanks Zoo regarding the utilization of Sky High Safari concession and the
traffic of Ndoki Pizza Area.
Process modeled the procedure of Sky High Safari and implemented various strategies that reduced its wait time,
increased customer satisfaction and facility utilization.
Tactically rerouted the road to Ndoki Pizza area, in complimentary with use of sign, giving Ndoki Pizza area more traffic.
Presented zoo management with performance data, potential partners and operations timeline regarding the rerouting
project.

QINYUAN RESTAURANT & OAK WINE STORE Wuhan, Hubei Province CHINA
Strategic Advisor December 2011 January 2012
Provided advisement to Executive President, focusing on the enhancement of internal &external communication to improve the
operational effectiveness within the restaurant
Maximized five employees work effectiveness to fulfill eight employees duty by implementing liability responsibility
system.
Systemized internal communication formats, improved effectiveness, and reduced subjective judgments.
Identified the most reliable and fair-priced wine supplier with 13% more profit margin than other suppliers, free one day
shipping and winery employee training.
Assisted the president in organizing the weekly meeting procedures and clearly defining the weekly goals.

SMALL BUSINESS ADMINISTRATION (SBA) Washington D.C. USA
Business Plan Evaluation Assistant June 2011 August 2011
Served as a member of 8 (a) program evaluation team helping small businesses with business plan review, annual financial
statement update, and resolving business owners with their issues.
Implemented an Excel macro that greatly optimized the file processing speed for numbers types of files.
Maintained engagement with 370 business owners to ensure attendance at the first SBA 8 (a) programs annual update
conference.
Volunteered in an emergency to transcript a Mandarin trading contract to English.

LEADERSHIP AND VOLUNTEER EXPERIENCE
ALPHA KAPPA PSI PROFESSIONAL BUSINESS FRATERNITY Columbia, South Carolina USA
Pledge Class Fundraising Chair August 2011-December 2011
Established a fundraiser with Wild Wings Caf that generated $500.
Decentralized Fundraising Chairs duties that led to an adoption of new ideas and raised $180.

TRUST FOR THE NATIONAL MALL Washington D.C. USA
Independence Day Volunteer July 2011
Encouraged crowd to donate for restoration of National Mall by handing out T-shirts on Independence Day
Strategically selected the best site to disperse T-shirt that was 130% more effective than the other teams.
Received donations of more than $50,000 overnight.

INTERESTS Entrepreneurship, Business Operations, International Affairs, Process Improvement, Music
ACTIVITIES Member of Alpha Kappa Psi business Fraternity
3225 Gadsden Street
Columbia, SC 29201
Elchlepp@email.sc.edu
(803) 622-2888

EDUCATION
University of South Carolina, Columbia, SC
Bachelor of Arts in Journalism and Mass Communication, December 2012 GPA: 3.561
Major: Public Relations Minor: Sport and Entertainment Management

EXPERIENCE
Yesterdays Restaurant and Tavern July 2008-Present
Se rve r/Bart e nde r/Hos t e s s

Web Communications Department University of South Carolina June 2012-August 2012
We b Communi c at i ons Int e rn
Responsible for extensive research into the history of the University of South Carolina and in-turn used that information to enhance the
universitys social media presence, with special attention being paid to Facebook and its new timeline feature.

Flock and Rally December 2011-May 2012
Publ i c Re l at i ons and Eve nt Pl anni ng Int e rn
Responsible for event coordination, media relations, marketing and public relations for major events in the Columbia area, including the
6
th
annual Indie Grits Film Festival. Specific responsibilities included social media research and campaigns, event advancing, and event set-
up and takedown.

Army Recruiting Battalion Columbia, SC May 2011- January 2012
Adve rt i s i ng and Publ i c Re l at i ons Int e rn
Worked directly with the director of public relations to enhance the advertising and public relations strategies of the 40 recruiting
stations under the Columbia Battalions command, all while staying within the regulations of the United States Army. Specific
responsibilities included feature story writing for the battalions blog and the monthly Recruiter Journal, media relations, photographing
various events, and researching and implementing effective social media strategies.

Ronald McDonald House Charities of Columbia, SC January 2011-May 2011
Int e rn
Worked closely with the director and family room coordinator on various fundraising endeavors and events. Specific responsibilities
included extensive press release composition, cold call fundraising, basic design work (flyers, info sheets etc.) and event and activity
coordinating.

SPECIAL POJECTS
Riverbanks Zoo and Botanical Gardens
Worked as a consultant alongside a team of peers to improve the marketing, profit maximization and operations strategies for events put
on by the zoo and botanical gardens, as well as brainstorming new events. Other aspects of the project included extensive research, design
consultation and client relations.

Daybreak Crisis Pregnancy Center
A complete public relations campaign completed as part of the capstone course for the public relations track of the journalism program.
Elements of the project included research, strategy, tactics, planning, implementation and suggested evaluation methods. All elements were
compiled into a comprehensive campaign book that was presented to the client, as well as the professor, for evaluation.

Bella Vista Gardens
The projected was completed as part of a management course. Bella Vista Gardens was a start-up organic plot farming business looking
for consultation and direction for its new venture. The project included extensive work in research, strategy, operations management,
design, public relations, and marketing.
SKILLS
Familiar with MAC OS
Proficient with Indesign, Adobe Illustrator and PhotoShop
ACTIVITIES
Alpha Lambda Delta Honor Society
Alpha Kappa Psi Professional Business Fraternity
Propensity Consulting Firm
InterCom Alumni Magazine

AWARDS & HONORS
Palmetto Fellows Scholarship Recipient
Deans List: Fall 08, Spring 09, Fall 10, Spring 11, Fall 11
RACHEL HEACOX
1809 Greene Street
Columbia, SC 29201
(443)-564-5824
heacoxr@email.sc.edu

EDUCATION
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC
Bachelor of Science, Business Administration May 2014
Majors: Management & Marketing
Minor: Advertising & Public Relations
GPA: 3.96
Awards: Capstone Scholar Fellow, McKissick Scholarship, Alpha Lambda Delta Honor Society, USC Presidents Honor
List, Deans List, Cum Laude National Honor Society, Maryland Distinguished AP Scholar Award, John M. Curley
Leadership Award

STUDY ABROAD Chile & Argentina

WORK EXPERIENCE
BY INVITATION ONLY EVENT PLANNING & DESIGN Columbia, SC
Associate August 2011-Present
Improve networking, problem solving, creativity, and teamwork skills continuously by orchestrating weddings and events.
! Aid in design, preparation, and day-of-event services for over 30 weddings at various venues in the Columbia area.

T. ROWE PRICE Owings Mills, MD
Retirement Plan Services Participant Communication Services Marketing Intern May 2012 August 2012
Created efficient operations strategies to execute communications and targeted marketing projects for 401(k) plan clients.
! Supported the marketing team by completing annual review of 280 client 401(k) enrollment kits.
! Created over 50 personalized communications pieces such as posters, web pages, & buck-slips for over 200 clients.

I3 HEALTHCARE CONSULTING LLC Baltimore, MD
Administrative Assistant Summer 2011
Assisted the partners in a data entry project for the University of Maryland and fulfilled other administrative responsibilities.

LEADERSHIP EXPERIENCE
CAPSTONE SCHOLARS PROGRAM Columbia, SC
Ambassador Fall 2012
Organize one social event and one academic program each month in order to mentor a group of 20 freshmen.

DELTA ZETA SORORITY Columbia, SC
Social Committee Spring 2012-Present
Communicate with vendors and facilitate completion of contracts in order to plan events for sorority members.
Publicity Committee Spring 2012
Construct advertising campaigns for Delta Zeta events in order to market to the Greek and USC communities.
! Organized a four-hour publicity event to promote and raise awareness for philanthropy on campus.

ALPHA KAPPA PSI BUSINESS FRATERNITY Columbia, SC
Vice President of Administration Fall 2012
Submit external reports and internally organize and manage attendance, meeting minutes and documentation.
! Enforce the chapter bylaws and managed records of 95 student members at more then two dozen events.
Apparel Chair Spring 2012
Pledge Project Chair Spring 2011

LANGUAGE ENGLISH: native FRENCH: basic

IT SKILLS Windows XP, Word, PowerPoint, Excel

ACTIVITIES Entrepreneurship Club, Disney Half Marathon, Martin Luther King Jr. Day of Service Site Leader, USC Project
Dance Club, Emerging Leadership Program, Discover Undergraduate Research Seminar, Carolina Productions
Concert Committee, Student Dance Instructor at the Barclay School, SPSG Student Government Association
President, Honor Board Chair, Inertia Dance Company

BRYANT KIRK WHITE
________________________________________________________________________________

STRENGTH STATEMENT
I have an inordinate interest in aesthetics that I believe has given me a more tuned ability to hear
and see intricately in varied situations. In addition, I am an industrious and personable individual
with a strong work ethic as well. These traits coupled with strong leadership and organizational
skills and an eagerness to learn and grow have enabled me to bring a strong personage to the table.

EDUCATION
2008 - PRESENT University of South Carolina, Columbia, South Carolina
Tent. Grad. Date: Dec 2012 Major: Marketing & Management, Double Focus: Entrepreneurship
GPA: 3.2 Minor: Journalism: Public Relations

Study Abroad - Fall 2009 Jonkoping International Business School, Jonkoping, Sweden

VOCATIONAL RESUME
2006-present Contract music provider (Disc Jockey)
- Live music mix artist and event sound equipment provider
- Sound design, patchwork mixing, & voice-overs for commercials and videos
Contracted/worked with the following: University of South Carolina; SC National Panhellenic Council;
Twisted Productions; The Mark Richards Productions; Top Floor Promotions, Alpha Phi Alpha Fraternity, Inc.
(Southern Region), Metro Live; Moda Lounge; Pure Ultra Lounge; XS/Jet Life, high school cheerleading and
step show events; church praise dance events; social and motorcycle club events; weddings, reunions, banquets
for private individuals, churches and other private organizations within SC, NC, GA, & FL.

2009-present A.BEVY.PRODUCTIONS, INC. (Self-Owned Production Cluster)
- Director & visionary of various events (fashion shows, pageants, entertainment productions, etc.)
- T-shirt logos and designs for individuals and groups

COLLEGIATE & CIVIC INVOLVEMENT
Founder A.BEVY.PRODUCTIONS.NPO, Laurens, South Carolina
Non-profit leg of A.BEVY.PRODUCTIONS, INC. whose purpose and mission is to promote
change, progression, and growth through purpose-filled events. We annually sponsor youth focused
events as well as academic scholarships in Laurens, SC and at the University of South Carolina in
conjunction with A.Bevy at USC and numerous state wide sponsors.

Member Red Cross Masonic Lodge #223, Gray Court, South Carolina

At the University of South Carolina, Columbia, SC
Special Events Co-Chair Association of African American Students (AAAS),
Founding Mem & Treasurer Sigma Alpha Pi, USC-Columbia Chapter (Leadership Fraternity)
Member Alpha Lambda Delta, USC-Columbia Chapter (Honor Fraternity)
Mentor The Minority Assistance Peer Program (MAPP)
Treasurer Alpha Phi Alpha Fraternity, Incorporated, Theta Nu Chapter
& Special Events Chair
Swedish Ambassador University Study Abroad Program
Mentor Summer Seniors, University of South Carolina
Founder & President A.Bevy.Productions, Inc. at USC
________________________________________________________________________________

700 Greenlawn Dr., Apt. 1007 Columbia, SC 20209 . BryantKirkWhite@gmail.com . 864.872.2508

BROCK EDGAR
2 Gibbes Court Apt 5 Columbia, SC 29201
+1 803 354 8505
edgarb@email.sc.edu



EDUCATION
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC USA
Bachelor of Science, Business Administration May 2013
Majors: International Business and Marketing
Minor: Spanish
GPA: 3.96
Awards: Presidents List, Capstone Scholar, Cooper Scholarship


UNIVERSITY OF LIMERICK IRELAND January - May 2011
January May 2011

EXPERIENCE
SILVER CREEK INDUSTRIES Manitowoc, WI USA
New Product Analyst May 2012 August 2012
Determined viability of expanding product line through a new machine purchase.
Researched industrial UV printers in-depth to determine strengths and weaknesses of individual printers.
Assisted in developing a customizable product line to utilize printers capabilities.
Coauthored a business plan to gain investor support, and presented the plan to a local business.


JIMMY JOHNS GOURMET SANDWICHES Manitowoc, WI USA
Shift Manager November 2007 August 2010
Managed every aspect of daily operations by leading a shift of two to five employees.
Trained every new employee on the night shift to develop their initial skills.
Used Microsoft Excel to account for all transactions and maintained responsibility for money.
Handled all customer disputes gracefully to maintain the integrity of the franchise.
Produced high-quality products and service consistently.


ROBS FAMILY MARKET Manitowoc, WI USA
Baker and Stocker November 2006 November 2007
Assisted in the bakery and grocery sections of the store to keep merchandise up to date and visually appealing.
Analyzed trends to decide how much of each bread to bake.
Organized products to sell quickly.


INTERNATIONAL EXPERIENCE
ARROYO VIEJO ALPUJATA Monda, Andaluca, SPAIN
Organic Farmer May 2011 June 2011
Volunteered on a small organic farm, caring for plants and livestock.
Designed and completed four construction projects to aid future farmers.
Strengthened Spanish skills to a proficient level by developing friendships with local Spaniards.


LANGUAGES SPANISH: Proficient

ACTIVITIES Alpha Kappa Psi Professional Business Fraternity Member: Professionalism Committee
Alexa Lee Jeffrey
110 S. Pickens Street Columbia, SC 29205 (803) 493-1978 alexajeffrey@gmail.com

Education
MOORE SCHOOL OF BUSINESS, University of South Carolina Columbia, SC USA
Bachelor of Science, Business Marketing (2013) August 2009 present
Major: Business Marketing, Business Management
Minor: Hotel, Restaurant and Tourism Management
GPA: 3.76

GRIFFITH UNIVERSITY Gold Coast, QLD AUSTRALIA
International Studies June November, 2011
Experience
MICROSOFT - Campus Marketing Representative August 2012 - present
Engaged student peers around campus to raise awareness for the Windows brand and other Microsoft products.
Conducted 40 hands-on, peer-to-peer trials of Windows and other Microsoft products each week and
documented these trials through an online survey.
Used social networking contacts and marketing savvy to publicize Microsoft products.

STATE FARM INSURANCE COMPANY - Marketing and Sales Representative August 2012 - present
Contributed to the individual agents office by collecting data on new leads, creating customized quotes, contacting
both old and new prospects, as well as building interest and expanding new customer base.
Met both weekly office goals of 8 raw new auto policies and individual monthly goal of 20 raw new auto
policies and new multi-line policies.

RUFFALOCODY - Sales Representative May 2012 August 2012
Worked for a non-profit sector of RuffaloCODY, performing the day to day tasks of cold calling University of
South Carolina Alumni, updating alumni database information, and asking alumni for donations to Carolina Fund.
Set and reached all individual donation goals set by the Columbia manager, and maintained an average of 17%
of alumni contacted giving donations.

CAMPUS ENTERTAINMENT - Account Manager Intern May 2012 August 2012
Assisted the Senior Account Manager by updating databases, organizing employee information, creating company
profiles, and posting job opportunities to over 100 universities nationwide.
Created efficient Microsoft Excel data entry formulas which could be transferred onto the SalesForce database.
Established new company profiles and corresponded with the offices of career management at almost 50
different universities nationwide.


AWARDS Moore School of Business Deans List, 2012 Whos Who/Outstanding Senior Nominee, Life
Scholarship, Alpha Lambda Delta Honor Society

VOLUNTEER Relay for Life, Charlotte Rescue Mission, USC independent tutoring, FHMS Choral Club,
Yale University Alumni Service Corps

IT SKILLS Microsoft Excel, PowerPoint, Office, SalesForce.com, Word Perfect, Adobe InDesign, Adobe
Photoshop, AutoCADD

ASSOCIATIONS Alpha Kappa Psi, Griffith University Canadian Students Association, National Society of
Collegiate Scholars, Carolina Alumni Association

INTERESTS Travel, USMC Mud Run, wakeboarding, skiing, golfing, skeet shooting, SCUBA diving