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	<title>Sheffield &#187; Guidelines</title>
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		<title>Brand guidelines are so formulaic</title>
		<link>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/</link>
		<comments>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/#comments</comments>
		<pubDate>Tue, 26 Jan 2010 16:06:01 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Blog]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Brand Refresh]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Mark Boulton]]></category>
		<category><![CDATA[Message Consistency]]></category>
		<category><![CDATA[Story]]></category>
		<category><![CDATA[Tips]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=566</guid>
		<description><![CDATA[Creating or refreshing a brand is so much more than &#8220;look and feel&#8221;, color schemes, typography or a logo. In doing some research on exemplary brand guidelines recently, I saw a small blog post that I liked that lamented the challenge of getting good guideline examples. I am not sure if he ever succeeded. There needs to be a [...]]]></description>
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		<title>Online video: a comprehensive roundup</title>
		<link>http://sheffieldcompany.com/2009/01/19/online-video-a-comprehensive-roundup/</link>
		<comments>http://sheffieldcompany.com/2009/01/19/online-video-a-comprehensive-roundup/#comments</comments>
		<pubDate>Mon, 19 Jan 2009 22:26:55 +0000</pubDate>
		<dc:creator>JoeCleveland</dc:creator>
				<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Mashable.com]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Video Hosting]]></category>
		<category><![CDATA[Video Sharing]]></category>
		<category><![CDATA[Video Tools]]></category>
		<category><![CDATA[Web video]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=187</guid>
		<description><![CDATA[As a result of the current explosion of online video content, there are countless Web sites devoted to creating, hosting, sharing and promoting online video. In fact, there are so many that it can be difficult to know which ones are really worthwhile. Thankfully, Mashable.com&#8217;s Video Toolbox provides a comprehesive review of more than 150 [...]]]></description>
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		<title>Media 101 &#8211; 5 quick tips to getting a great story</title>
		<link>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/</link>
		<comments>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/#comments</comments>
		<pubDate>Tue, 08 Jul 2008 22:41:29 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Media 101]]></category>
		<category><![CDATA[Media Interview Tips]]></category>
		<category><![CDATA[Media Strategies]]></category>
		<category><![CDATA[PR basics]]></category>
		<category><![CDATA[Preparing for an Interview]]></category>
		<category><![CDATA[Thinking Like a Reporter]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=150</guid>
		<description><![CDATA[
Know the reporter and the story angle &#8211; It&#8217;s critical to know who the reporter is and the exact subject of the interview. Go online to read any recent stories the reporter has written, find a bio and don&#8217;t be afraid to ask the nature of the story.
Prepare your messages &#8211; Write down your key messages [...]]]></description>
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		<title>Five keys to succeed with online video</title>
		<link>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/</link>
		<comments>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/#comments</comments>
		<pubDate>Sat, 24 May 2008 01:21:53 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Online Video Tips]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>
		<category><![CDATA[TubeMogul]]></category>
		<category><![CDATA[YouTube tips]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=147</guid>
		<description><![CDATA[
Make a point and keep it brief &#8211; short-form video is what people watch online; keep your segments to less than three minutes, ideally 60 seconds
Provide visual variety &#8211; watching a talking head for the entire time is cumbersome; spice up a video with different shot angles, an animation, stock b-roll and some mild music
Sign [...]]]></description>
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		<title>Key to Marketing in an &#8220;ADD Age&#8221;</title>
		<link>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/</link>
		<comments>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/#comments</comments>
		<pubDate>Thu, 06 Dec 2007 01:36:15 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Attention Span]]></category>
		<category><![CDATA[Brevity]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

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		<description><![CDATA[Be brief.
]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Five keys to succeed with direct mail</title>
		<link>http://sheffieldcompany.com/2007/05/10/five-keys-to-succeed-with-direct-mail/</link>
		<comments>http://sheffieldcompany.com/2007/05/10/five-keys-to-succeed-with-direct-mail/#comments</comments>
		<pubDate>Fri, 11 May 2007 02:47:11 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[5 tips]]></category>
		<category><![CDATA[Direct Mail]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Marketing Strategy]]></category>
		<category><![CDATA[Tricks]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2007/05/10/five-keys-to-succeed-with-direct-mail/</guid>
		<description><![CDATA[
Make them an offer &#8211; give them something worth responding to now
Create a follow-up strategy &#8211; expect them to ignore you at first, and plan how you will follow up
Be creative and compelling &#8211; ensure that your piece stands out against competing offers
Speak to the needs of the audience &#8211; can the recipient even relate?
Build [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>The implications of user-generated content, part 1</title>
		<link>http://sheffieldcompany.com/2006/10/22/the-implications-of-user-generated-content-part-1/</link>
		<comments>http://sheffieldcompany.com/2006/10/22/the-implications-of-user-generated-content-part-1/#comments</comments>
		<pubDate>Mon, 23 Oct 2006 02:56:43 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Interactive Marketing]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[5 tips]]></category>
		<category><![CDATA[Broadband]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Tricks]]></category>
		<category><![CDATA[User generated Content]]></category>
		<category><![CDATA[Video Sharing]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2006/10/22/the-implications-of-user-generated-content-part-1/</guid>
		<description><![CDATA[With widespread broadband access, users can easily view and post audio and video content online right now. As more and more people spend time online, they&#8217;re not sitting in front of their TV. There are, however, many important implications to consider regarding this dramatic shift:

Make it quality content: the material you see and hear has [...]]]></description>
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