IAMS Casting Call

IAMS recognizes importance of human animal bond in advertising 

Procter and Gamble Pet Care (IAMS) is looking for companion animals to star in its next advertisement. The Love Tails Contest launched 14 February 2013 and will run until 03 March 2013. IAMS is searching for unique stories (or 'tails') to feature through online and print advertisements. 

Building off the recently launched Keep Love Strong advertising campaign that was inspired by stories of the unique emotional bond people have with their pets, this contest also seeks to feature the special connections real people share with their animals. 

"The response we've received from our Keep Love Strong campaign has been wonderful," said Kristine Decker, director of marketing for IAMS. "This contest is the next chapter in the journey we're on about celebrating the strong emotional bond between people and their cats and dogs, and the important role IAMS plays in those relationships." 

READ THE PRESS RELEASE

Coquitlam Animal Shelter demonstrates sustainable income

Coquitlam Animal Shelter opened in May 2002 with a unique component. As a means to raise funds for the City's Animal Care and Control Services sector, the shelter housed areas for cats, dogs and one for the intended purpose of Private Dog Boarding.  

At Summit 2012, manager of Bylaw and Animal Control Services for the City of Coquitlam, Andrea McDonald, presented delegates with statistics, facts and future insights regarding the Shelter's decision to add private boarding to it's services. 

Each year, the private boarding unit of the shelter earns approximately $90,000 in revenue. The revenue from fees helps to offset the general operating cost of the shelter. In addition, the boarding kennel produces increased exposure for the shelter, supplies additional staff to help with general shelter duties and provides opportunities to educate and inform clients about responsible pet ownership. 

In her presentation, McDonald stated that Coquitlam Animal Shelter has found a sustainable source of income and resources that will continue to offset the shelter's overhead for years to come.
  
Over the coming weeks, InfoStream will highlight shelters and humane societies across Canada that are discovering alternative and creative ways to garner revenue, gain community recognition and involvement and ultimately, create healthy and happy pets and pet families. 

Edmonton Humane - The Future of Pet Ownership

Will pet ownership be reserved for the elite? 

Edmonton Humane Society CEO, Stephanie McDonald recently posted an article that asks important questions for the future of pet ownership. Undoubtedly, members of the companion animal industry as well as pet owners are interested in this conversation. The article reviews issues around the rising cost of owning a pet. 

McDonald notes the number and nature of surgeries taking place at Edmonton Humane has  changed. 

"The pressure on our shelter and our surgeons seems to increase each day," she said in the post. "It used to be that the shelter's clinic only booked spays or neuters; now it is a daily routine to perform several dentals and more complex surgeries such as orthopedics, amputations, wound repairs, eye enucleations, the list goes on and on..." 

While McDonald is careful not to place blame, she wonders about options to keep healthy companion animals within the reach of lower income households.

• Obtaining alternate diagnosis
• Dispensing medications from other sources

A respondent to MacDonald’s article recommended pet health insurance as another way of eliminating or leveling health care costs. 

Last fall at Summit 2012, the industry alumni developed a new conversation that continues under the leadership of Drew Van Niekerk. The conversation hopes to clearly define the Positive Pet Experience, to determine the barriers pet families encounter as they seek to achieve it and to develop strategies and tactics that resolve issues.

In April, the 2013 Regional Conferences will extend this conversation through four workshops across Canada. In the meantime, everyone sees costs are driving change in the pet industry paradigm. MacDonald’s blog contributes to a discussion which is likely to be the significant focus of Summit 2013 in October.

READ THE ARTICLE

Ontario realtor caters to dog owners

Real Estate Going to the Dogs

Professionally pictured with her Nova Scotia Duck Tolling Retriever, an Ottawa realtor has discovered a niche market when it comes to selling homes. Not only will Shelagh MacDonald help families find the perfect house, she also takes care to find the perfect home for any four-legged companions that family might have. 

As part of her website services, MacDonald established a database of local businesses, parks, veterinarians and other dog-related activities to provide to her real estate clients - The Dog House. With decades of experience raising, training and showing dogs in the Ottawa area, the realtor used her extensive personal knowledge and experience to compile the database and ensure quality products and services. 

THE DOG HOUSE

The Yellow Dog Project

Some dogs need space

The Yellow Dog Project uses social media,
physical awareness and educational
courses to remind people to look for signs a dog
is not interested and to ask before petting.

Earlier this year, InfoStream posted a story about a Calgary man who hoped to have coloured dog collars added to the City's by-laws to communicate a dogs aggression tendencies. 

A movement to remind pet owners that some dogs do need space without branding them with negative 'aggressive' labels is sweeping across social media networks and gaining popularity. The Yellow Dog Project is a global movement encouraging people with dogs who 'need space' to tie a yellow ribbon to the animal's leash. The colour yellow will signify that dog needs space and you should not attempt to pet the dog or bring your dog over for a greeting. 

According to The Yellow Dog Project, there are several reasons for a yellow ribbon including health issues, training, rehabilitation, or nervous disposition. 

Since its inception in September 2012, The Yellow Dog Project has reached 45 countries and translated educational materials in 12 languages. 

Guide to 2013 Regional Conferences

The 7th annual Regional Conferences of the Canadian Companion Animal Industry will be delivered in April. The map shows the location and date of these conferences. Industry Associates and collaborators able to contribute leadership in the 2013 conversation are encouraged to select a convenient location and REGISTER.

2013 - Delivering a Positive Pet Experience in an Urban Municipality

The 2013 Regional Conferences team will be lead by Jason Coe, DVM, PhD. Drew Van Niekerk, BSA, DVM, leader of the 2012 Summit Conversation on the pet experience will provide the 2013 Key Note address. Dr. Coe and the PetLynx production team will deliver the Regional Workshop designed to gather the following information:

• How do pet owners define a postive pet experience?
• What are the gaps between the Pet Owner understanding and the Industry understanding?
• What barriers do Pet Owners encounter as they seek this positive experience?
• How can the industry reduce or eliminate barriers for Pet Owners?
• Are there examples of urban municipalities or service providers in the Region who are proactive in this space?
• Are there models that can be transferred to the rest of North America?

As the team moves across Canada, the process of discovering the 2013 Future Thought Leaders and the 2013 Summit Award Nominees will also unfold. Deserving candidates will be recruited from each region and entered into the 2013 Nomination Process. 

The new Regional Conference format may also gather national issues that can be addressed in 2013 as industry leaders develop strategic and tactical initiatives that remove barriers and produce an aligned and more collaborative industry.

The 2013 Regional Conference has been expanded to 60 subscribers in each region. The 2013 program is reaching out to Urban Planners, Sociologists, Academics and Legislators as well as Leisure/Recreation specialists who can add value to this conversation.

Of course, a majority of seats remain assigned to the Companion Animal Industry: 

Humane and Rescue - Interventions on behalf of animals Care and Control - Community Standards, Licensing and Bylaw enforcement Health and Wellness - Veterinary, Chiropractic, Therapeutic and Behavioral specialists Services and Retail - Stores, Kennels, Breeders, Daycare, Leisure and Recreation

Those attending the 2013 Regional Conferences pay a subscription fee of $250 which covers the cost of their involvement at each conference as well as the cost of supporting and reporting the 2013/2014 program. 

Register now to

'Get the Facts, Have your Say and Move the Industry'

Petsecure resolutions deliver awesome pet experience

Petsecure released a list of new year's resolutions for pet parents, identifying five critical points to keeping both pets and pet families happy and healthy in 2013. 

READ THE ARTICLE

Several industry leaders are currently involved in conversations evolved from Summit 2012 - Delivering an Awesome Pet Experience for the Modern Urban Lifestyle. Petsecure's list directly establishes several key components to promoting an awesome pet experience and are a great addition to this conversation. 

JOIN THE CONVERSATION

Dogs comfort victims in Newtown, Connecticut

A team of therapy dogs from the K-9 Comfort Dog Ministry (Lutheran Church Charities) arrived in Newtown, Connecticut in the days immediately following the tragic massacre at Sandy Hook Elementary. 

The dogs have been attending funerals, church services and vigils and spent time with the children and adults of the grieving town. A post on the Lutheran Church Charities website describes a positive reaction from the residents. 

"The reaction to the presence of the Comfort Dogs has been overwhelming," it said. "Children and adults alike have smiled for the first time in days as they reach out to pet or hug a dog. They begin to relax and as that happens, they start talking to the handlers about their fears and pain."

The comfort dog project has been in place for four years. It began in 2008, after a gunman killed five students at a Northern Illinois University. Now 60 dogs in six states are prepared to help out when tragedy strikes. 

Summit 2013 Alumni Invitations Sent

Earlier today, Summit Alumni were sent a personal invitation to the 2013 event.  The email was addressed to 223 Alumni who will compete for 60 of the 85 seats made available for Summit 2013.

Delegates to the International Summit for Urban Animal Strategies are invited to focus on 'Delivering an Awesome Pet Experience for the Modern Urban Lifestyle'.  Of course, during Summit 2013, delegates alumni will also try to understand the barriers pet families encounter as they attempt to achieve this awesome experience in their homes, their communities and in their culture.

Summit 2013 has been expanded to 85 seats which in addition to government, academic and non-industry positions, provides 15 seats for each of the four Companion Animal Industry sectors:

Humane & Rescue - Interventions on behalf of animals Care & Control - Community Standards, licensing and bylaw enforcement Health & Wellness - Veterinary, chiropractic, therapeutic and behavior Services & Retail - Stores, kennels, breeders, daycare, leisure, recreation  Seats are provided on a first come, first served basis giving preference to existing alumni. 8th Annual Summit - Fairmont Chateau Lake Louise  As a delegate, Summit 2013 requires strategic and tactical leaderships to: Identify values pets bring to our lives, our homes, our communities and our culture by examining the scientific facts and evidence that is emerging in this area Identify the barriers that pet families encounter as they seek to enjoy their pet Identify the players and solutions that can act to remove these barriers Illuminate successful strategies that are already implemented Develop a specific industry collaboration and national initiative to be launched in 2014 Register now!

An Interview with Louis McCann of PIJAC Canada

The Pet Industry Joint Advisory Council of Canada, PIJAC Canada, has long been the voice for Canadian Service Providers, Suppliers and Retailers.  Since 1991 it has been lead by Louis McCann, an Executive Director with a background in Enforcement, Humane and Rescue and a vision for a collaborative industry that meets the needs of the ultimate client, the pet family. InfoStream caught up with Louis recently at his home in St. Pascal, just outside of Ottawa.

InfoStream: Louis, you have the longest tenure of any Executive Director in the Canadian Industry. What is the secret of your longevity?

Louis: I've had a lifelong passion for animals, I have confidence humanity ultimately does what is right and I  have lived to realize progress being made toward a more collaborative future. These elements together with the support of my colleagues has given me a certain resilience as an industry spokesman and as the executive director of the association representing those who serve pet families across Canada.

InfoStream: Everyone who meets you sees the passion for animals. Tell us more about how this came to be.

Louis: As I grew up, I imagined myself becoming a veterinarian and working with animals. However, circumstance led me in a different direction. Equipped with a degree in Wildlife Management and certification from the McGill Institute of Management, I became the Director of Cruelty Investigations and Director of the Wildlife department for the Canadian SPCA in Montreal. Eventually, my interest in working with the urban community extended from intervening in the lives of more than 10,000 animals each year to developing a store inspection program. But, the component I enjoy most is contact with pet families who are experiencing the joy of owning a pet. This gives me a great deal of satisfaction.

InfoStream: The pet experience is big for you. Tell us about your pets.

Louis: My family and I have two Newfs, a yellow Lab and three cats. These animals don't judge us, they give us unconditional love and they provide our family with incredible impact and enjoyment. We can't imagine being without them but I know we sometimes take this for granted. Recently, I was attending a Reptile Show in Quebec and I saw first hand the kind of excitement and enthusiasm those owners projected toward their pets in a day and age when video games or computers capture a lot of attention. This kind of positive pet experience is what we need to celebrate and promote as an industry.

InfoStream: So let us understand something. If the companion animal industry only works when pet families have an awesome pet experience, why isn't this the foremost priority?

Louis: That is a question that is often debated. Sometimes I wonder if it is because some of us think 'good' only comes from one source. For instance, we are all involved in 'animal welfare', but sometimes we project this as the priority of only one sector of the industry. I think we confuse the pet family when we ask them to choose one industry member at the expense of another. The pet experience is 98% social and we all need to work together to achieve the awesome experience our pet family clients deserve.

InfoStream: It sounds like this is aligned with 'TheExperience Economy', Joe Pine talks about. What are the next steps for moving forward?

Louis: Some of us are involved in an industry wide conversation about the pet experience that was initiated at Summit 2012.  Dr. Drew Van Niekerk is leading this initiative and I am a big supporter. We are working to identify the values pets bring to our lives, our homes and our communities as well as to understand the barriers that pet families encounter as they seek an awesome pet experience. I expect this conversation will  be expanded during the 2013 Regional Conference tour in April and at Summit 2013 in October. Some of us have a vision of a new industry wide initiative 'Celebrating the Pet Experience' for 2014.

InfoStream: What do you see as the greatest risk for the industry?

Louis: Perhaps the greatest risk is not working together. We've all seen individuals who try too hard to hit a home run instead of just hitting the ball so their teammates can work with them to deliver a win. In the face of a declining pet population and other pressures, I believe this conversation is an essential element for the sustainability of this industry.

InfoStream: Anything else to share?

Louis: In French we say 'Le futur est à la collaboration'. Collaboration is the future and the only way we will deliver the 'Awesome experience' pet families deserve.

InfoStream: Louis, thanks for telling us your story and for leading your members to support this initiative! When you have time we should book another interview to tell the PIJAC Canada story.