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	<title>Sheffield &#187; Joe McCormack</title>
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		<title>Sheffield Launches Offering to Create Strategic Narratives</title>
		<link>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/</link>
		<comments>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/#comments</comments>
		<pubDate>Tue, 03 Nov 2009 22:57:21 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Development]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Strategic Narratives]]></category>

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		<description><![CDATA[Sheffield Launches Strategic Narrative Mapping to help organizations quickly define the relevant elements of its strategies within the context of a simple storyline that stakeholders can readily grasp.]]></description>
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		<title>Sheffield completes 130th short-form video</title>
		<link>http://sheffieldcompany.com/2009/10/07/sheffield-completes-130th-short-form-video/</link>
		<comments>http://sheffieldcompany.com/2009/10/07/sheffield-completes-130th-short-form-video/#comments</comments>
		<pubDate>Thu, 08 Oct 2009 02:14:40 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Corporate Storytelling]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Visual Communications]]></category>
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		<guid isPermaLink="false">http://sheffieldcompany.com/?p=370</guid>
		<description><![CDATA[Sheffield has completed more than 130 short-form videos. ]]></description>
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		<title>Sheffield Marketing Partners Celebrates Three Years  Of Telling Great Stories</title>
		<link>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/</link>
		<comments>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/#comments</comments>
		<pubDate>Sat, 03 Oct 2009 18:20:18 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Harris Bank]]></category>
		<category><![CDATA[Heinz]]></category>
		<category><![CDATA[iDirect]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[John Severance]]></category>
		<category><![CDATA[Jones Lang LaSalle]]></category>
		<category><![CDATA[Media Production]]></category>
		<category><![CDATA[Metavante]]></category>
		<category><![CDATA[SAP]]></category>
		<category><![CDATA[Sheffield Institute]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Sheffield Scholars]]></category>
		<category><![CDATA[USG]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=346</guid>
		<description><![CDATA[Downers Grove, Ill., July 1, 2009—Sheffield Marketing Partners (Sheffield), a boutique agency that specializes in message and narrative development, is celebrating three years of growth today. Sheffield was founded by Chicago agency veterans Joseph McCormack and John Severance to help organizations stand out in the marketplace by crafting and telling a compelling story.]]></description>
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		<slash:comments>1</slash:comments>
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		<title>Sheffield Institute trailer</title>
		<link>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/</link>
		<comments>http://sheffieldcompany.com/2009/02/20/sheffield-institute-trailer/#comments</comments>
		<pubDate>Fri, 20 Feb 2009 17:40:34 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Charley Thornton]]></category>
		<category><![CDATA[Intern]]></category>
		<category><![CDATA[Internships]]></category>
		<category><![CDATA[Joe Cleveland]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Institute]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Sheffield Scholar]]></category>
		<category><![CDATA[Students]]></category>
		<category><![CDATA[Young Professionals]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=218</guid>
		<description><![CDATA[The Sheffield Institute helps students and young professionals break into the media and marketing industries through capstone projects with non-profits and academic institutions.]]></description>
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		<title>Facebook and video</title>
		<link>http://sheffieldcompany.com/2009/01/06/facebook-and-video/</link>
		<comments>http://sheffieldcompany.com/2009/01/06/facebook-and-video/#comments</comments>
		<pubDate>Wed, 07 Jan 2009 01:00:23 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Social Networking]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[MediaPost Publications]]></category>
		<category><![CDATA[Personal Communication]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Video Sharing]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2009/01/06/facebook-and-video/</guid>
		<description><![CDATA[It seems that Facebook is a great forum for people to share personal video. I recently read a nice piece that poses what some of the implications of this are to social media sites like YouTube and MySpace. Read about it at MediaPost.]]></description>
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		<title>What&#8217;s the difference between a message and a story?</title>
		<link>http://sheffieldcompany.com/2008/09/15/whats-the-difference-between-a-message-and-a-story/</link>
		<comments>http://sheffieldcompany.com/2008/09/15/whats-the-difference-between-a-message-and-a-story/#comments</comments>
		<pubDate>Tue, 16 Sep 2008 01:52:51 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[Corporate Storytelling]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Narratives]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Storytelling]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=160</guid>
		<description><![CDATA[At first glance, this seems obvious. Yet, when you turn marketers loose it quickly gets murky.  A message conveys a single point; a story many points (i.e., messages, perspectives, thoughts, etc.). So, forget trying to a build a compelling message or crafting a phrase that&#8217;s says it all. A story narrative is a much better [...]]]></description>
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		<slash:comments>1</slash:comments>
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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 [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Social media: traditional agencies just &#8220;don&#8217;t get it&#8221;</title>
		<link>http://sheffieldcompany.com/2008/04/03/social-media-traditional-agencies-just-dont-get-it/</link>
		<comments>http://sheffieldcompany.com/2008/04/03/social-media-traditional-agencies-just-dont-get-it/#comments</comments>
		<pubDate>Thu, 03 Apr 2008 19:38:33 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Social Networking]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Adweek]]></category>
		<category><![CDATA[Jim Nail]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Networking]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Traditional Agencies]]></category>
		<category><![CDATA[Video Sharing]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=139</guid>
		<description><![CDATA[According to a recent survey, traditional agencies don&#8217;t understand social media and are ill equipped to help their clients navigate the changing landscape. There&#8217;s a lack of competence of the needed skills in social network and video sharing &#8211; as well as a traditional compensation model &#8211; that prevent them from adjusting. According to analyst [...]]]></description>
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		<slash:comments>2</slash:comments>
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		<item>
		<title>Must reading for marketers: Wired</title>
		<link>http://sheffieldcompany.com/2008/02/26/must-reading-for-marketers-wired/</link>
		<comments>http://sheffieldcompany.com/2008/02/26/must-reading-for-marketers-wired/#comments</comments>
		<pubDate>Tue, 26 Feb 2008 20:26:02 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Reading Lists]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Wired magaiziner]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=135</guid>
		<description><![CDATA[If you consider yourself a savvy marketer and do not read Wired cover to cover every month, you need to have your head checked. It is superbly written and covers what other magazines just don&#8217;t get. That&#8217;s all.]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2008/02/26/must-reading-for-marketers-wired/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Sheffield approach to developing powerful online video channels</title>
		<link>http://sheffieldcompany.com/2008/01/29/the-sheffield-approach-to-developing-powerful-online-video-channels/</link>
		<comments>http://sheffieldcompany.com/2008/01/29/the-sheffield-approach-to-developing-powerful-online-video-channels/#comments</comments>
		<pubDate>Wed, 30 Jan 2008 01:02:11 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[John Severance]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Video Channel]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=121</guid>
		<description><![CDATA[]]></description>
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