As heavier production scheduling grew, the company added staff. Ricky Strauss was named the first president in March 2005, with oversight of production, marketing and business development. Attorney and former non-profit chief executive Meredith Blake was hired in June as its Senior Vice President of Corporate and Community Affairs, to oversee development of awareness and outreach campaigns around the social issues raised in the company's films in cooperation with non-profit organizations, corporations, and earned media. Diane Weyermann, director of the Sundance Institute's Documentary Film Program, joined the company in October 2005 as Executive Vice President of Documentary Production.