Digital Storytelling: This document is designed to do double duty.

Thornhill News Digital Storytelling

Monday July 25, 2011 – Week 31, Number 29

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Digital Storytelling As Documentary Process

Creating Programming For Digital Media

Monday, July 25, 2011

Dear Friends,

After many years of helping others tell their stories, I wanted to introduce another level. Let me help you build the package that you use to get the dollars needed to create your documentary.

That is the Thornhill News Digital Storytelling initiative.

This document is designed to do double duty. We needed a general outline for our current and potential partners. This is the first document of this sort for us. The next step in the evolution is the general plan.

The second mission is to morph into the July 25, 2011 - Week 31 TNDS Blog. Welcome!

A note – The first segment of the Week 31 issue is chock full of new information and the support materials needed for a great documentary proposal. The second is information you have read before, but might be valuable as a continuing reminder or resource.

Welcome!

Andrew W. Thornhill

Founder

Thornhill News

thornhillnews@hotmail.com

http://digitalstorytellingseminar.blogspot.com.

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Thornhill News Digital Storytelling

Table of Contents

Introduction

A Thornhill News Digital Storytelling Proposal Seminar

LUCID Jazz Lounge

The Proposal Seminar Agenda - What’s Your Story

TNDS Launch Schedule

Product Development

Creative Team

Seminars – 1. Proposal, 2. Others

The Blog - Weekly

THE NEWS - Almost monthly, including our event programs

Concept

Reorganization

How Did We Get Here?

You Can Participate!

We’re looking for storytellers

Administration

Crew

Infrastructure

Communications

Base of Operations

Financial Planning

Business Development

Partners

Sponsor Relations

Business Management

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Thornhill Design Laboratory

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Thornhill News

Modern Life & Roses

thornhillnews@hotmail.com

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Thornhill News Digital Storytelling

A Documentary Proposal Seminar

Wednesday, September 7, 2011 – 2:00 PM to 5:00 PM

This first in a weekly Seattle series opens a new generation of

seminars, publications and special travel events.

LUCID Jazz Lounge
5241 University Way NE - Seattle, Washington 98105

(206) 402-3042 - www.lucidseattle.com

Only $20.00 Per Person – Registration Must Be Paid In Advance

25% Discount For Thornhill News Partners! Festive Happy Hour Follows

To Register Go To: http://thornhillnewsdigitalstorytellingseminars11.eventbrite.com/

Are you expected to integrate digital assets into your documentary proposal? If you are planning

a feature film, television show, radio special, Internet presentation or photo essay, the answer is yes!

To create a digital documentary using a contemporary multiplatform model, expect your timeline to be 3 years or more. Also expect that your expenses will be more than $2 Million dollars. The focus of this and each proposal seminar or workshop is to show how to link the many parts – from

inception, through creative and production, to real world business development.

THE NEWS, Volume 1, Number 1, includes our event program, the Thornhill News Digital Storytelling “50 Steps To Documentary Success” checklist and up-to-date industry examples.

Your copy is free at the TNDS Documentary Proposal Seminar.

“The agenda for my brand of storytelling covers more than 50 items. Each one is offered in a way that shows how to be competitive in the specific category, yet blend them all into a meld that guarantees continuity and continuous improvement. If your associates can’t relate to Digital Storytelling,

try Multimedia, Webisodes, Branded Content, Multiplatform or even Branded Entertainment.

We will offer these and many subcategories.” Andrew W. Thornhill

Digital Storytelling is a hotbed for collaborative development and production.

Team members will learn from one another and your end product will

surely gain from the combined intellect, energy and projections.

Special Thanks To:

Roger S. Mitchell, John E. Webb, David M. Mills, Shane M. Hyatt, David Adair, Dianne J. Dickeman, David Pierre-Louis

For Digital Storytelling Weekly Updates & Calendar

http://digitalstorytellingseminar.blogspot.com/

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Thornhill News

Modern Life & Roses

.thornhillnews@hotmail.com

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The Proposal Seminar Agenda - What’s Your Story?

1. Introductions

Each person will have an opportunity to identify themselves and their interest.

2. What’s Your Story Concept? Participants will have 10 minutes each to describe a current storytelling project. It will be hard work to stick to initially describing the story – and only the story.

When you get into production, telling your story sometimes is enhanced by the tools you have for telling the story or making the presentation. A strong voice, attire, props, flipcharts, whiteboards, slide shows or video might help – or hinder the affect. Telling the story sometimes can often be best realized as a simple narrative, then enhanced by the storyteller in painting a scene, constructing a photo essay – or changing your voice to play the parts of each character!

3. Thornhill News Digital Storytelling Proposal Checklist - “50 Steps To Documentary Success”

Storytelling is not new. Digital options are available for information collection, processing and distribution as you prepare and deliver your communication.

In the seminar, we review the list together. In this scenario we expect you, the storyteller, to become familiar with 50 simple steps to proposing your thought-provoking story from a real conversation, to easy tools for interactive distribution, to a successful documentary. This requires learning, hard work and dedicated time. Having a checklist as a reference will surely help. Take notes!

4. Reviewing Digital Media Devices

The first wave is still coming in. Currently, the industry is focused on smartphones, e-readers, tablets and the necessary platforms. These devices are not personal computers.

5. Design Continuity - Concept, Base Element, All Together, Continuous Improvement

Once we have the row of elements we intend to use, we review to make sure that they work together, then to see if there is an over-arching concept. Once we have determined that, a base element is selected. Now - all together – does it look good. Yes, then on to continuous improvement.

6. Business Development
Remember, you are building this documentary to be a financial success. The basics of production are just the first step. You want partnerships, subscribers and sponsors.

What is your structure? Is there a timeline? Can you build for growth?

7. Questions

We present regularly in Seattle. In mid-April we will return to Los Angeles. In June, 2011 we visited Pittsburgh and Tampa. If you want the seminar to come to your community, put your request in and let us consider the schedule and all related issues.

8. Work-In-Progress

You can request an opportunity to give a demo of your work. Digital production is the best, but you can exhibit any level of completion with your project. Different than “What’s Your Story Concept?”, bring the work to be distributed, played, exhibited or screened. Survey the audience if you choose.

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TNDS Launch Schedule

The TNDS Blog every Monday Since January 2011

http://digitalstorytellingseminar.blogspot.com

A TNDS Seattle Seminar every Wednesday Starts September 7, 2011

LUCID Jazz Lounge

August

Week 32

1 Monday The News – Week 32 Through Week 36 - Test Issue

1 Monday Tablet Questions?

Registration - http://tabletquestions1.eventbrite.com

Week 34

17 Wednesday 2:00 PM LUCID Jazz Lounge Test

Topic/Guest: Open

Week 35

24 Wednesday 2:00 PM LUCID Jazz Lounge Test

Topic/Guest: Open

Week 36

31 Wednesday 2:00 PM LUCID Jazz Lounge Test

Topic/Guest: Open

The News – Week 36 Through Week 40 - Preview

September

1 Thursday The News – Week 36 Through Week 40 - Volume 1, Number 1

Week 37

7 Wednesday 2:00 PM LUCID Jazz Lounge

Topic/Guest: Open

Week 38

14 Wednesday 2:00 PM LUCID Jazz Lounge

Presenter: Open

Topic/Guest: Open

Week 39

21 Wednesday 2:00 PM LUCID Jazz Lounge

Topic/Guest: Open

October

Week 40

28 Wednesday 2:00 PM LUCID Jazz Lounge

Topic/Guest:

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Product Development

Creative Team

Our Editor will be the heart and soul of new and continued products.

The Design Manager / Art Director must have the knowledge and flexibility to move effortlessly between properties, concepts and philosophies.

The Programmer will never burn out. We will start small with a review of our current elements and only move into new efforts after a full review for compatibility and sustainability.

Proposal Seminars

Most of our friends know us through the TNDS Proposal Seminars. If logic prevails, we will concentrate on our national profile and scheduling as the first step in the reorganization. The rollout is national in scope and the location (tentative) schedule has an interesting variety of cities, co-presenters and sponsor options. Here’s the current projection:

Seattle Weekly Lucid Jazz Lounge

Pittsburgh Monthly WQED Multimedia

Los Angeles Quarterly KCET Television

Maui Annual Maui Technology Center

The Seattle Series - On Wednesday, September 7, 2011, we launch a Thornhill News Digital Storytelling Seminar Series at Lucid Jazz Lounge in the University District of Seattle. Admission is $20 person and you must register in advance. Each Wednesday date is set for 2:00 PM to 5:00 PM with a Happy Hour social event following.

Topics - Each event will give a general overview, highlight a specific topic and provide supportive information in an accompanying program – usually inserted in THE NEWS.

Guests - On special occasions there will be guest speakers, presenters or even a demonstration at the seminar.

What Can I Learn? - Are you expected to integrate digital assets into your documentary funding proposal? If you, your organization, office or company are planning a film, television show, radio special, Internet presentation or a interactive photo essay, the answer is yes!

To create a digital documentary using a competitive, multiplatform model, your timeline could be 3 years. Also, expect that your expenses might creep to $2 Million dollars or more.

The focus of this leading-edge workshop is showing how to link the many necessary parts – from inception, through creative, technology and production, to traditional or digital distribution and real world business development.

The agenda for my brand of storytelling covers more than 50 items. Each one is offered in a way that shows how to be a winner in the specific category, yet still blend them all into a meld that guarantees continuity and continuous improvement.

Special Events - Our new weekly series starts on September 7 and continues each Wednesday at LUCID Jazz Lounge in Seattle. For markets wanting to make a commitment, yet do not have the local team to support a continuing program, we offer special events. Thus far we are considering Los Angeles, Pittsburgh, Miami and Maui.

The Blog - Weekly

To support the seminars, we offer a weekly update to give you current examples of digital storytelling matters and a related calendar of events. Given the instant popularity, there will soon be a need for new research, editing and design. View our (starter) work at http://digitalstorytellingseminar.blogspot.com.

Check these leads:

Education

Following Aristotle: Ballard High's storytellers

www.kplu.org/post/following-aristotle-ballard-highs-storytellers

Ballard High School Video Production Program

http://bhsvideo.blogspot.com/

Please email me if you're interested talking about digital storytelling!

Danielle (Dani) Rowland: drowland@uwb.edu, 425.352.3451

Reference & Instruction Librarian

American Studies, Philosophy, Ethics & Religion, and Communication Studies
University of Washington, Bothell and Cascadia Community College Campus Library

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Technology

StoryMaker was developed by Will Wright, creator of the Sims.

http://current.com/studios/storymaker/

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Buyers

A Marketplace Connecting Brands With Indie Video

Short Webisodes Are Hot, but How to Find and Buy Still Baffles Agencies

http://adage.com/article/digital/a-marketplace-connecting-brands-indie-online-video/228667/.

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Branded Entertainment

'Fiat Source' Marries Showcase To Lifestyle, Art, Travel

www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=154521

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Sponsor

Intel Commits at Least $10 Million to Discovery Channel's 'Curiosity'

Tech Co. Will Serve As Global Sponsor of Ambitious New Show

http://adage.com/article/mediaworks/intel-commits-10-million-discovery-channel-s-curiosity/228690/

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Crowd-Sourcing

Intel, Toshiba Straddle Social Media, Film

www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=153884&nid=128900

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Web Series

TV Networks Retrench From Web Series

Why are so many TV networks fleeing a business for which they would seem perfectly suited?

www.tvnewscheck.com/article/2011/07/13/52495/tv-networks-retrench-from-web-series?utm_source=Listrak&utm_medium=Email&utm_term=TV+Networks+Retrench+From+Web+Series&utm_campaign=Who's+Going+To+Score+With+New+NFL+Games%3f

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'All My Children' TV to Web Transfer Could Change Everything! www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=154608

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Competition

Participant Media Launches Its Social Action Campaign for The Help with a Series of Online Storytelling Competitions

www.businesswire.com/news/home/20110721006556/en/Participant-Media-Launches-Social-Action-Campaign-Series

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Advertising

Ogilvy Debuts Specialty Video Practice, Pushes Engagement

www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=154549&nid=129193

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Digital Media Devices

Tablet Questions - Which Tablet Is Best For Me?

A Weekly Buffet Lunch.

The Best Tablet For Travel

Monday, August 1, 2011 - 1:00 PM to 2:30 PM

Live Discussion & All You Can Eat Buffet Lunch

$20 Per Person - General Public - Advance Registration Required

$15 Per Person - Thornhill News Subscribers - Advance Registration Required

Registration & Information: http://tabletquestions1.eventbrite.com

Old Country Buffet, 4022 Factoria Mall SE

Bellevue, WA 98006 - (425) 644-5499

Menu Samples

www.oldcountrybuffet.com/menus/menu-samples

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THE NEWS – Almost monthly, including our detailed event programs

THE NEWS will bring us into the highly competitive world of periodical publishing. Our print will be modest, issued monthly (with Volume & Number) and designed to prepare for electronic next steps.

The live Thornhill News Digital Storytelling Proposal Seminar gives me a chance to network with other like-minded, interesting professionals. To serve the participants, we created a simple, 24-page booklet.

THE NEWS now carries:

· The Thornhill News Digital Storytelling “50 Steps To Documentary Success” proposal checklist and our national presentation calendar

· News – Up-to-date industry examples and links. This will continue to grow. We can usually see three months ahead, but confirmations come in slowly.

· “Everyday Resources” a slate of industry stalwarts providing no-cost, e-mailed, daily information reports on individuals, companies and trends in digital media – and the support for digital storytelling they offer.

· THE NEWS is available only at the TNDS proposal seminar.

THE NEWS, including the detailed program for each event, will graduate to a monthly printed document.

· Our first expanded issue will launch on September 1, 2011, complete with Volume and Number

· We’re launching on this date in celebration of National Literacy Month

· In October 2011 we add another important component – money sources. Could additional information help your quest?

· Other negotiations are in process to pave the way for a computer tablet version.

Please let us know if you have ideas for broader distribution

Subscribers

As a nod to our friends and supporters, there will be a season subscription program announced in advance of the rise in individual event prices. Be sure to get on the wait list.

And remember, if you want Weekly Updates, go to http://digitalstorytellingseminar.blogspot.com. There is a new deal each Monday.

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As promised, the following information has been seen in this blog. I hope it helps you understand our work.

Concept

Are you planning, producing or distributing a documentary style film, television production, radio special, photo essay or book? You are not alone. The documentary format has become so successful that hundreds of filmmakers around the world have embraced the form and are doing quite well.

Skilled professionals, including name producers, directors and technical support companies have begun their research to tell a story. Even celebrated actors have formed production companies to pursue the thrill of control, ownership and effective storytelling.

Can you build a proposal for a feature-length documentary film – or for a multiplatform television special? These properties can cost $2 Million dollars each. The Thornhill News Digital Storytelling Proposal Seminar is designed to help you create that winning submission.

The entertainment industries are now willing to review these digital storytelling steps to seek new creative talent, to review works-in-progress and to even build their own television shows and movies.

I am banking on the premise that individuals, organizations, companies and government offices will soon become very sophisticated communicators.

The Thornhill News Digital Storytelling Proposal Seminar covers owning your story, telling your story and adding digital tools to more efficiently handle information gathering, building your package and product distribution.

Reorganization

Preparing for each seminar requires a high level of administration, financial and marketing planning. A major reason for our current reorganization is to build a proper support system for the hard work we go through now – and for the promised growth we know we will achieve.

I see a new focus on establishing a Los Angeles office.

And I see a major structural change. Effective immediately, the Thornhill News Digital Storytelling work will be a part of the Thornhill Design Laboratory. Check the last page for the new stack.

How Did We Get Here?

My book, The Digital Television Report, needed administrative and promotional support for a proper launch. Under the banner of DTR Support a number of lively initiatives were floated and the fastest on the track was the DTR National Tour. Intended for speaking agents in and out of the bookseller marketplace, we had immediate bookings and compiled a multi-year list of dates and venues as DTR Journey, The Print & Interactive Program Guide, encompassing background on DTR and the busy schedule.

After three years on the road, the guide schedule was repositioned as a possible script for DTR Journey, Food & Beverage Stories – A Documentary. From there, with many suggestions of how to include digital assets for telling the story on every platform, the workplan for the documentary itself was re-written as a step-by-step workshop model – and “50 Steps To Documentary Success” was born.

From 2007 to 2010 we grappled with attempts to combine these elements as “Digital Storytelling” to no avail. Finally in early 2010 we divided these options into two categories. They are Seminars and Publishing.

Consider our 2011 events to be a test year. With successful proposal seminars in three cities, we knew that we could achieve growth in numbers in quality and in recognition.

Now, we look at the publishing half in a new way. The category has been divided into products. The first released are The Blog, The original “50 Steps” and the newest entry, THE NEWS.

Finally we have a success-oriented structure. Now to document the changes and put the whole system on the road.

The reorganization decision was made in March of this year. Two very helpful parts of this makeover have made all the difference in the world. The first is to give overall management of the concept to the Thornhill Design Laboratory. The second is to aggressively engage in recruiting partners.

You Can Participate!

We’re looking for storytellers

The search is on at Thornhill News Digital Storytelling. Tell us your story concept and we could waive your registration fee for the next Thornhill News Digital Storytelling Proposal Seminar in your area.

Our team building is just starting. If you want to know more - thornhillnews@hotmail.com.

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Administration

The first look at Thornhill News Digital Storytelling was through the need for administrative support for the development of a multiplatform documentary, DTR Journey, Food & Beverage Stories.

When a workplan evolved, the structure was born and the administration became the source document for the whole process and product. This has not changed. At this juncture, we see both admin and structure as documents and continuing modification.

Crew

In each element of this description we indicate functions to be performed. Everything from Editor to “50 Steps” adviser gets a new look as a part of the General Plan. If you have an interest, please let us know.

Our positions are filled by partnering companies. We can review fee options, but most of the winning businesses will be revenue partners.

Infrastructure

To keep up with the constantly changing digital environment, we schedule an infrastructure meeting for each possible Saturday at 10:00 AM.

Infrastructure; this all-encompassing word is the overview of enterprise building, space, facilities, distribution technology, digital media devices, event set-up, preparing for hospitality and even making sure that there are fresh roses at each Thornhill News Digital Storytelling Proposal Seminar location.

Our technology review will never end. One element that makes us attractive to others is our deep knowledge of appropriate communications technologies – from emerging platforms, through interactive communications to contemporary devices.

Communications

With all systems at go, our ability to build and operate information models will be a marvel. We are looking at potential crew members, partners, public information tools, marketing planning connections, existing events promotions, legacy media and many iterations of Internet data distribution.

There are proprietary properties in the works. And in following up on earlier hints, we are very interested in integrating digital media devices into our planning.

Consider this: Cisco unveiled a new software/hardware enterprise solution to manage and distribute live and on demand video to thousands of users. Dubbed the Enterprise Content Delivery System (ECDS,) the system can be configured to maximize video quality and minimize bandwidth consumption by pushing video out across a network during off-peak hours, and then caching it locally for access by multiple users.

Base of Operations

We are based in Seattle. This location is an accident of our background with the Digital Television Report, The DTR Quarterly Review and the DTR National Tour. These relationships and the proximity to the minimal administrative support will help when producing our weekly seminar series.

Wednesday will be a very full work day. Our presentation runs from 2:00 PM to 5:00 PM. With the continuing need for refreshing the files, promotions and documentation, we will not make sudden moves away from this nest.

However, to afford growth, we are moving the operations center to Los Angeles in the fall of this year. In many ways, our enablers are the film and television industries. This is where they live.

Financial Planning

The first issue resolved was our banking decision. As we improve the revenue stream, the bank, our finance folks and the crew will all be a part of the design and development. We use Eventbrite for our required advance registration and will build in infrastructure components to handle other revenue.

We clearly see our opportunities for subscriptions, sponsors and unit sales. Are there options for professional discounts?

Although the expenses are not massive, they do exceed our current revenue. Fortunately, we have partners and revenue sharing crew members to offset a portion of the bills.

Should we also investigate money sources for our participants – and perhaps for ourselves?

Business Development

All roads lead to revenue. Our strategy is sound, we watch the marketplace carefully and we are now engaged in an upgrade that will take hard look at our competitive posture and our product. The new General Plan will be push many buttons to move our ambitions forward.

Partners

We expect our partners to be active. Each brings a special qualification to the game. Each must be, or become, a great communicator.

Which brings us to the last point in this introduction. I am providing this advance notice to be sure that you are prepared to discuss partnering. The doors are fully open to those companies who have asked about partnerships or sponsoring.

Contract candidates in these cities will be very pleased with a special section of the Plan: Chicago, Detroit, Los Angeles, Maui, Miami, New Orleans, New York, Phoenix, Pittsburgh, Portland, San Francisco / San Jose and Seattle.

Sponsor Relations

A sponsor relationship is a very delicate balance between costs to the sponsoring entity and the benefits they receive in return. At this point, our sponsor fees are minimal. Yet, we can provide major exposure through the digital media industry, the creative communities and to our participants.

Will we have a sponsor for the overall series, or will it be wiser for all parties to take seminars or published products on one at a time? We’re certainly open for that discussion.

We would be happy to talk with sponsorship candidates at any time. The sponsoring entity can be involved in research, the seminars, the blog, our printed weekly news booklet, hospitality and cross-promotions.

Benefits to the sponsor will continue to grow with the project. Our greatest return, in exchange for sponsor dollars, is participation in the growth of Thornhill News Digital Storytelling and exposure to our audiences through the related events, media and campaigns.

Business Management

Project management, administration, accounting, bookkeeping and facilities will each play a large part in building our success. We are expecting that the talent needed to create the enterprise-wise General Plan and the proposed product development will come through contracted businesses.

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Thornhill News

Modern Life & Roses

A new property, The Thornhill News Radio Show, will launch with an audio documentary on

October 6, 2011. From there, the presentation will grow into a multiplatform experience.

Check www.linkedin.com/in/thornhillnewsradioshow.

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The Thornhill Design Laboratory

If we are moving into the work the lab will carry out, there is no a lot to describe at this point. The General Plan is in the making, the development files are being reviewed and a major infrastructure meeting was held Saturday, July 9^th. There is a chart at the end of this information that gives an advance look at the lab inventory.

In our next report, there will be a listing of carry-over relationships from other operations under Thornhill News, current partners and potential alignments based on our newly projected upgrade.

Structure

Thornhill Design Lab Workshop

Design Review / Kai Zen

Thornhill News Digital Storytelling

Digital Storytelling Proposal Seminars – Registration

The TNDS Blog

THE NEWS - Subscribers / Subscription Management

Client Services

Case Studies / Strategy

Extensions

Digital Marketing Planning

Development

Editorial

Design Continuity

Administration

Database Management

Financial Planning

Integrated Marketing Planning

Partners

Sponsor Presentations

Los Angeles Studio

Schedule

Facilities / Environment

Digital Storytelling

Monday, July 25, 2011

This document is designed to do double duty.

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