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	<title>Sheffield &#187; Sheffield Marketing Partners</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>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=505</guid>
		<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>
		<category><![CDATA[YouTube]]></category>

		<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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		<slash:comments>0</slash:comments>
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		<item>
		<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>
		</item>
		<item>
		<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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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Rance Crain editorial &#8211; May 12th issue of Crain&#8217;s</title>
		<link>http://sheffieldcompany.com/2008/05/13/rance-crain-editorial-may-12th-issue-of-crains/</link>
		<comments>http://sheffieldcompany.com/2008/05/13/rance-crain-editorial-may-12th-issue-of-crains/#comments</comments>
		<pubDate>Tue, 13 May 2008 19:34:12 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Crain's Chicago]]></category>
		<category><![CDATA[Folio Magazine]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[Medill]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Northwestern]]></category>
		<category><![CDATA[Rance Crain]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=146</guid>
		<description><![CDATA[There&#8217;s an interesting piece published in the May 12th issue of Crain&#8217;s Chicago Business (&#8220;Now more than ever, know what audience wants&#8221;) written by the president of Crain Communications about two small controversies related to marketing and media. One is a speech given by the editor of Folio magazine and the other is an article [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Using a green screen in online video production</title>
		<link>http://sheffieldcompany.com/2008/03/27/using-a-green-screen-in-online-video-production/</link>
		<comments>http://sheffieldcompany.com/2008/03/27/using-a-green-screen-in-online-video-production/#comments</comments>
		<pubDate>Thu, 27 Mar 2008 19:38:50 +0000</pubDate>
		<dc:creator>JoeCleveland</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Cost-Effective Video]]></category>
		<category><![CDATA[Green Screen]]></category>
		<category><![CDATA[Joe Cleveland]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[Production Value]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Video Context]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=137</guid>
		<description><![CDATA[The green screen is a simple, cost-effective way to provide context and increase the production value for your online video. Sheffield Marketing&#8217;s Joe Cleveland shares some insights and wit.

]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Social bookmarking tools are a waste</title>
		<link>http://sheffieldcompany.com/2008/03/01/social-bookmarking-tools-are-a-waste/</link>
		<comments>http://sheffieldcompany.com/2008/03/01/social-bookmarking-tools-are-a-waste/#comments</comments>
		<pubDate>Sat, 01 Mar 2008 07:41:09 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Social Networking]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[De.li.cious]]></category>
		<category><![CDATA[Digg]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Networks]]></category>
		<category><![CDATA[Reddit]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Social Bookmarking]]></category>
		<category><![CDATA[Social tagging]]></category>
		<category><![CDATA[Stumbleupon]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=136</guid>
		<description><![CDATA[Digg, Del.ici.ous (did I spell that right, who cares?), and other tagging tools are supposed to do what? I&#8217;m not sure because I refuse to take the time to learn exactly why I should care or how they&#8217;re supposed to help me. One day they appeared on everyone&#8217;s blog like someone flipped a switch. My sense [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Making Money in the Music Business &#8211; David Byrne&#8217;s Economics 101</title>
		<link>http://sheffieldcompany.com/2008/02/15/making-money-in-the-music-business-david-byrnes-economics-101/</link>
		<comments>http://sheffieldcompany.com/2008/02/15/making-money-in-the-music-business-david-byrnes-economics-101/#comments</comments>
		<pubDate>Fri, 15 Feb 2008 21:20:12 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[David Byrne]]></category>
		<category><![CDATA[Distribution Models]]></category>
		<category><![CDATA[iTunes]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Online Music]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Thom Yorke]]></category>
		<category><![CDATA[Wired]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=131</guid>
		<description><![CDATA[

There&#8217;s an interesting article with David Byrne in Wired where he untangles the money making maze in the music business. It&#8217;s a must read &#8211; take a look.
]]></description>
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