The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts.
Contents 1.
Mindful Animal Care and Training – Dr. Vanessa Rohlf .............................................................. 2
2.
Self-Care: The PRIME Framework – Angie Arora ........................................................................ 2
3. Learn How to Enjoy More Success with Your Virtual or Live Training Programs by Implementing Motivational Interviewing and Commitment Strategies – Niki Tudge ........................ 3 4.
Building Better Business Acumen (Whatever That Is) – Dr. Robert King .................................... 5
5. "How Should I Say This?" Handle Sticky Situations with Clients in Writing with Confidence! – Nancy Tucker....................................................................................................................................... 5 6.
Create and Send Your First Email Campaign in 15 Minutes or Less – Tracey Lee ...................... 6
7.
Get Your Business Online – Tracey Lee ....................................................................................... 6
8.
Getting Started with Instagram – Tracey Lee ............................................................................. 7
9.
Coloring Outside the Lines – Coleen Ellis .................................................................................... 7
10.
Our Bold New Frontier: Are You On Board? (Part 1) – Veronica Boutelle and Gina Phairas.. 8
11.
Our Bold New Frontier: Are You On Board? (Part 2) – Veronica Boutelle and Gina Phairas.. 8
12. Get Your Emails Out of the Doghouse: Reaching Your Customers and Creating Value – Dr. Katie Howie ......................................................................................................................................... 9 13. Taking Advantage of Affiliate and Ambassador Programs for your Profit and Exposure – Alisha Navarro ................................................................................................................................... 10 14.
Stimulate New Revenue Streams – Debra Millikan and Niki Tudge ..................................... 10
Program Schedule ............................................................................................................................. 12
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. 1. Mindful Animal Care and Training – Dr. Vanessa Rohlf Mindfulness is the practice of paying attention non-judgmentally, on purpose, in the present moment. Working in careers which require sustained attention, where timing is everything and controlled movement is essential, mindfulness is vital to successful animal care and training. Evidence also suggests that mindfulness is associated with significant reductions in compassion fatigue, burnout, and stress. The COVID-19 pandemic along with being a health, economic, and mental health crisis brings with it enormous uncertainly. So, what better time than now to learn the tools to help you find peace, up your business game through the application of mindfulness, and prevent burnout and stress. In this presentation, you will learn about the principles underlying mindfulness and how mindfulness can be used to decrease stress and improve job performance. You will also have the opportunity to practice mindfulness meditation and discuss real-life applications to their practices as trainers and carers during the session. About Dr. Vanessa Rohlf Dr. Rohlf is a counsellor and educator to those who work with, and care for animals. She has a Ph.D with a specialization in psychology (human-animal interactions), a master’s in counselling and psychotherapy, and a bachelor’s (with honors) in psychology. She has blended her practical and theoretical knowledge of human psychology and human-animal interactions in several previous roles over the last 20 years. These include veterinary nursing, psychology lecturer at Monash University and animal welfare researcher at the Animal Welfare Science Centre, University of Melbourne, Australia. She is a certified compassion fatigue therapist and educator and has additional qualifications in mindfulness and animal bereavement. As a member of the Green Cross Academy of Traumatology and research fellow in the School of Psychology and Public Health at La Trobe University in Melbourne, she presents her work via international peer-reviewed journal articles and conferences. She regularly works with the animal industry and individual pet professionals, including veterinary clinics, zoos, animal training, and animal shelters, by providing them with support through the provision of evidence-based training and counselling services. She also provides counselling services to pet owners on stress, caregiver burnout, grief, and loss. When she isn’t working with animal carers, she spends her time with her family, which includes two young children and her 11-year-old Lagotto Romagnolo, Velvet. 2. Self-Care: The PRIME Framework – Angie Arora While the systems we live and work in must change to prevent and address burnout, our bodies cannot wait for this change to occur. We know that self-care is important to sustain ourselves but what we don’t always know is how to actualize it. This session will introduce 2
The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. you to The PRIME Framework, an approach the presenter has developed to describe the elements of a successful self-care plan. You will leave with concrete and comprehensive tools that you can begin integrating into your life immediately to reap both short- and long-term benefits. Come and learn how to revitalize your mental, emotional, physical and spiritual energy to thrive, not just survive! About Angie Arora Angie Arora MSW RSW is a registered social worker from Toronto, Canada who has worked at the cross-section of human-animal interactions for over 16 years, focusing on veterinary wellness and pet loss bereavement. As a certified compassion fatigue specialist, she works with animal-care providers to foster wellness and address systemic causes of burnout and compassion fatigue. She serves as the board secretary for the International Association of Veterinary Social Work, is the research chair for the International Association for Animal Hospice and Palliative Care, and volunteers her time to address equity issues within veterinary medicine. She also works with VetVine as a virtual pet loss facilitator and is the lead coach for their VETPeers Wellness and Professional Resiliency Coaching Program. She is a professor with Seneca College’s Social Service Worker Program, where she was the principal investigator of a research study that developed guidelines for veterinary teams to better support clients through their pets’ end of life. Angie obtained her bachelor’s in social work from Ryerson University, Toronto and her master’s in social work from York University, Toronto.
3. Learn How to Enjoy More Success with Your Virtual or Live Training Programs by Implementing Motivational Interviewing and Commitment Strategies – Niki Tudge Behavior change for clients is a game we continue to play without always getting reliable results. How many times do clients drop out of programs, not rebook sessions, or ask to be referred to an alternative trainer? One of the most stated reasons by professional trainers for a failure to perform successful services in pet training is that the client was not committed, or was noncompliant. Clients, just like all human beings, make choices that do not always align with their goals and may, at times, lack self-control. However, commitment to a training program can be resolved by unmasking and addressing ambivalence. Consequently, compliance can be sought through the implementation of commitment strategies. As professional trainers, we may feel intense pressure to quickly prove to our clients the efficacy and effectiveness of our approach and methods. As individuals advocating for humane, effective approaches, we strive to stand out amongst the competition. Lacking 3
The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. speedy results, we may fear the abandonment of clients moving towards quick-fix solutions and electronic devices, many of which leave pets in peril. While professional pet trainers are armed with the relevant academic knowledge and skills needed to train pets, their success as people trainers is predicated on changing their clients’ personal behavior in their interactions with their pets. What the pet trainer needs and what has been provided through their education is not the same. They also need up-to-date, evidence-based and innovative approaches to changing human behavior, not only for their individual case success, but also to promote the humane and ethical side of pet training. In this webinar, Niki will introduce the concept of Motivational Interviewing and Commitment Strategies. Learn how these can be used to harness a client’s ambivalence and then use this ambivalence to provide motivation for effective behavior change. She will also discuss various types of commitment strategies that can be used to hold clients accountable for their own words and goals. About Niki Tudge Niki Tudge MBA PCBC-A CABC CDBC is the founder and president of the Pet Professional Guild, DogNostics Education and The DogSmith. She has substantial leadership experience in business management and administration, particularly in the nonprofit sector, which encompasses her role as the president of Doggone Safe, a nonprofit educational organization. She has published numerous articles, which have been featured in publications such as the New York Times. She has also authored five books; her most recent project, Pet Training and Behavior Consulting: A Model for Raising the bar to Protect Professionals, Pets and Their People, which she co-authored, was published in 2019. Before following her passion into small business and nonprofit management, she enjoyed a distinguished career in the hospitality industry, holding executive positions all over the world. Her real passion in her corporate role was the identification and development of female talent in the workplace. She enjoyed managing and coaching her team through both their personal and professional development and loved watching the process of female empowerment and growth at a high level of management. Along with her business degrees from Oxford Brookes University in the U.K., her professional credentials include ISSA certified fitness trainer, ISSA certified transformation specialist and ISSA elite trainer. Niki is also Six Sigma Black Belt certified, specializing in data analysis and process improvement and is an International Training Board (HCITB) certified people trainer at levels TS1, TS2 & TS3, and a certified facilitator and project manager. In addition, she was recognized for her outstanding contribution to the business community and honored with a Fortune 500 Company Leadership Award for her accomplishments.
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. 4. Building Better Business Acumen (Whatever That Is) – Dr. Robert King Small changes can have a big impact – as long as they are directed in the right way. This presentation will discuss the concept of Business Acumen. During the session we will build a working definition of business acumen for pet professionals and outline a few items to work on in order to better said acumen. About Dr. Robert King Dr. Robert King received his BBA in marketing, MBA in marketing, and MS in finance and economics from West Texas A&M University before earning a Ph.D in marketing from the University of Mississippi. Dr. King teaches the principles of marketing and advertising to undergraduates, as well as marketing strategy and social networking to graduate students. He serves on several boards of directors, as well as enjoying his own small business ventures and uses this knowledge to aid in the teaching of his classes. Dr. King’s research includes a wide variety of topics, but mostly falls under the scope of marketing strategy, electronic word-of-mouth, technology use in business, and business ethics.
5. "How Should I Say This?" Handle Sticky Situations with Clients in Writing with Confidence! – Nancy Tucker Communicating in writing can be tricky, and things can quickly snowball into sticky situations that are stressful and not always good for business. By the end of this webinar, you’ll have skills and scripts that will allow you to communicate effectively and with confidence. When things get heated and the stress is on, you’ll know exactly how to respond – and help grow your business in the process. Easily handle uncomfortable issues with a professional, empathic tone: • • • •
How do I get an evasive client to settle his bill? How do I establish boundaries with a client who calls or texts me several times a day? How do I handle a dissatisfied client who’s demanding a refund they’re not entitled to? How can I make my cancellation policy sound firm, but kind?
Business writing is a skill, and communicating electronically in an emotionally-laced industry like ours is a specialized skill. But this webinar will turn the chore into a joy! 5
The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts.
No more: • •
Stressing over having to deal with a confrontation with a client in writing. Feeling guilty about the policies you want to establish for your business.
All this, delivered with large doses of humor! About Nancy Tucker Nancy Tucker is a certified trainer with the CCPDT, and a fully certified behavior consultant with the IAABC. She teaches seminars, webinars, and workshops on dog training, dog behavior, and the business end of training throughout Canada, the U.S., and Europe. She has presented at conferences for the Pet Professional Guild, the IAABC, the Dog Event in France, the WOOF! conference in the UK, and The Lemonade Conference. She also teaches online courses focusing on various topics, including how to resolve separation anxiety, how to use desensitization and counterconditioning to address fearful behaviors, and how to tackle other common behavior issues. Nancy has written numerous articles on dog behavior and has a professional background in public relations and copywriting. She shares her home in Québec, Canada with her husband and their border terrier, Bennigan.
6. Create and Send Your First Email Campaign in 15 Minutes or Less – Tracey Lee Not sure how to get started with your first email campaign? Don’t worry, we’ll take you stepby-step through how to create and send your first email campaign. By the end of this session, you’ll know how to create an effective email campaign that looks great on any device and gets your subscribers to take action. 7. Get Your Business Online – Tracey Lee Learn about Google My Business, a free tool for local businesses who want to connect with customers on Google Search and Maps. This is a great time to focus some energy on the online presence of your business. Do you wonder how to get your business online so you can find new customers? In this session you’ll also learn how you can use free Google tools to help you optimize your online profile and increase your business’s potential to be found through organic search.
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. 8. Getting Started with Instagram – Tracey Lee Are you asking whether Instagram can really be harnessed for your business or nonprofit? Perhaps you’re not convinced that it works – or you are, but you’re feeling overwhelmed and are not sure how to get started marketing with Instagram. This session will take a closer look at Instagram and discuss the benefits of using the platform, what kind of content to create, tips on using photos and videos, and examples of how other organizations are marketing with them. You’ll also get tips on how to use analytics tools to tell if your Instagram activity is working. After a short lecture, we will dive into the product itself and get started using Instagram for your business!
About Tracey Lee Tracey Lee Davis, founder of ZingPop Social Media, turns busy small business owners into online marketing rockstars! A social media expert and certified solution provider for Constant Contact, she coaches entrepreneurs in how to grow their business using social media and provides total management for their email marketing campaigns. Tracey is also a featured speaker for associations and business groups. She is Alignable's 2021 Local Businessperson of the Year for San Jose, a certified content marketing strategist, and the co-owner and vice president of the Women’s Networking Alliance. She also really, really loves cheese.
9. Coloring Outside the Lines – Coleen Ellis If we learned anything from 2020 it’s that traditional and “unprecedented” might be a thing of the past. From pivoting to finding a new normal and digging deep into your creative juices for new, better, and more ways to get your entity noticed, coloring outside the lines just feels like the best strategy for 2021. For 2020, we HAD to make changes, but in 2021 we GET to make changes. Now, more than ever, the business survivors will be the ones who can color outside the lines, i.e. who can see that the color of the sun can be green and that the elephant should be purple. Let’s do this! Come on into this session and let’s get our permission on to color outside those lines for success in 2021 and beyond! About Coleen Ellis
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. Coleen Ellis’s rockin’ world started in small town, rural Kansas. Her entire career has been in the death care industry, starting after she graduated in human death care services from Fort Hays State University, Kansas. The death of her dog, Mico, was a defining moment for her to transfer her knowledge of human loss to starting the nation’s first standalone pet funeral home.
As an advocate and influencer for respectful and dignified pet loss services, her passion for all things pets can be felt both by her audiences and her readers. Her book Pet Parents: A Journey Through Unconditional Love and Grief serves as a sought-after guidebook for pet parents and animal care professionals. She is also a requested blogger and spokesperson worldwide, whereby she shares her ideas from an entrepreneurial business perspective, as well as the pet thanatology aspect of loving an animal. In Coleen’s journey as a business leader and entrepreneur, the lessons she has learned from animals are the common theme, and she has made these the cornerstones of her presentations. Her life and business tips, coined AQ (animal quotient), will serve as the AHAs for any organization looking for simple yet powerful examples of how to change and drive behavior. Coleen resides in Southlake, Texas, is a founder and past co-chair of the Pet Loss Professionals Alliance and the current executive director and past president of the International Association of Animal Hospice and Palliative Care. She currently serves on the board of trustees for Cincinnati College of Mortuary Science as well as her alma mater, Fort Hays State University, and is the 2018 Alumni Achievement Award recipient. 10. Our Bold New Frontier: Are You On Board? (Part 1) – Veronica Boutelle and Gina Phairas 11. Our Bold New Frontier: Are You On Board? (Part 2) – Veronica Boutelle and Gina Phairas The pandemic has forced dog trainers into a level of creativity and innovation that is typically uncharacteristic of our industry. As a result, we have boldly gone where we feared to tread before and opened up whole new galaxies of service ideas we previously lacked the imagination to conjure. We have explored new ways of serving dogs and their people, and been pleasantly surprised by the results, sometimes even awestruck. We are now living in an era of new challenges, but also of new opportunities to grow our businesses and better serve clients and dogs. In this two-part talk, Veronica Boutelle and Gina Phairas of dogbiz share lessons learned from their work supporting R+ dog trainers and dog
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. pros through the pandemic. Come join them for an inspiring look at innovative ways to adjust and offer your training services to better support your clients’ success and your own. About Veronica Boutelle Veronica Boutelle MA Ed CTC is the founder of dogbiz, through which she and her team have been helping R+ dog trainers pursue successful careers since 2003. Veronica is the author of several books, including How to Run a Dog Business: Putting Your Career Where Your Heart Is and Minding Your Dog Business: A Practical Guide to Business Success for Dog Professionals. She writes regular business columns for multiple industry journals, including the Pet Professional Guild’s BARKS from the Guild. A sought-after international conference and seminar speaker, Veronica loves the opportunity to help R+ dog trainers around the world build their business skills and make a solid living helping more dogs. She is a Clicker Expo faculty member and co-created the Karen Pryor Academy business curriculum. These days, Veronica’s focus is on THRIVE!, dogbiz’s group coaching membership program for R+ dog trainers. About Gina Phairas A central force behind dogbiz, a leading business support company for the dog professional industry, and a former instructor at the San Francisco SPCA Academy for Dog Trainers, Gina Phairas BSc Comms CTC oversees the dogbiz University program, developing online courses and the THRIVE! group coaching program to help R+ trainers succeed in their dream businesses. She is a dynamic teacher and conference speaker (including PPG annual summits and as a U.S. Clicker Expo faculty member), and developer and teacher of business curriculums and workshops for R+ schools such as the Karen Pryor Academy. Prior to her 15 years with dogbiz, Gina ran a successful dog training and behavior business of her own and consulted for shelters and rescue groups. 12. Get Your Emails Out of the Doghouse: Reaching Your Customers and Creating Value – Dr. Katie Howie Learn the basics of email marketing and how to grow your list, engage your customers with targeted content, and segment your list for maximum impact.
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. About Dr. Katie Howie Dr. Katie Howie is assistant professor of marketing at the College of Business and Economic Development at the University of Southern Mississippi. She teaches courses within the digital marketing and social media minor and consults with small businesses. Dr. Howie has published academic papers in numerous high impact journals, presented research at international conferences, and sits on the editorial board for an academic journal. She is an animal lover with three rescue dogs: Boomer, Colonel, and Blaze.
13. Taking Advantage of Affiliate and Ambassador Programs for your Profit and Exposure – Alisha Navarro
About Alisha Navarro Alisha Navarro has a master’s in physics and is a digital marketing specialist, who, in 2003, founded 2 Hounds Design. 2 Hounds Design makes the Freedom No-Pull harness and works with independent retailers, trainers, behaviorists, vets, and adoption groups worldwide. Alisha was the fundraising chair for her local adoption group and is always full of ideas for ways to increase revenue.
14. Stimulate New Revenue Streams – Debra Millikan and Niki Tudge Come and join us to learn all about the Pet Dog Ambassador program (PDA), which is FREE to all attendees during Up Your Business Game week. PDA is a 5-level manners program that you can implement into your training school or business. Literally as soon as you are certified you are up and running. PDA has an Instructor/Assessor Guide that details everything you’ll need to pass the instructor test and ensure that the program is delivered professionally to your clients. PPG members can also become assessors and issue certificates and medallions to pet guardians who have undergone the program successfully. The program includes all the individual skill criteria, recommended curriculums, and exercise maps you’ll need.
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts. In this session, you’ll also learn more about all the marketing support and resources PDA instructors and assessors have access to, which includes everything from bumper stickers to social media graphics and from trifolds to banners. The PDA program is the program of choice for evidence based, humane ethical trainers. You, your clients, and their pets will all benefit from PDA’s commitment to positive reinforcement and ongoing pet owner education. About Debra Millikan Debra Millikan is president and senior volunteer trainer at Canine Behavioural School (CBS) in Adelaide, South Australia. She has studied canine behaviour extensively, attaining diplomas in dog training and behavior consulting and animal behavior science and technology (both from the Companion Animal Sciences Institute (CASI)) and in canine behavior (from the International School of Canine Psychology and Behaviour). She holds a Certificate IV in dog behavioral training (Delta Institute) and the Competency Assessment Programme (CAP) 1 and 2. She is also a professional canine behaviour consultant accredited through the Pet Professional Accreditation Board (PPAB). Debra is a PPG board member and serves on the boards of Doggone Safe, CASI and the Association of Animal Behaviour Professionals. She is a PPG Steering Committee member and chaired the Australian committee that created the PDA program. She is also on the faculty of DogNostics Career Center in the U.S. She further promotes the education of force-free trainers by teaching a full instructor program at CBS, which has recently become an internship center for University of Adelaide animal behavior students and has credit transfer status with PPAB. She shares her life with husband Arnold, and two Griffons Bruxellois, Roux and Ned.
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The Pet Professional Guild – Up Your Business Game – Program Guide
Free Virtual Business Event for PPG Members - April 19-23, 2021 plus a live panel discussion on April 21 and 23 with business experts.
Program Schedule April 2021 Time (ET)
Monday
Tuesday
Wednesday
Thursday
Friday
19
20
21
22
23
Mindful Animal Care Self-Care: The PRIME and Training - Dr. Framework - Angie Vanessa Rohlf Arora 9 a.m.
1 p.m.
Enjoy More Success with Your Virtual or Live Training Building Better Business Programs by Implementing Coloring Outside the Lines Acumen (Whatever that is) Motivational Interviewing Coleen Ellis Dr. Robert King and Commitment Strategies - Niki Tudge
Get Your Emails Out Taking Advantage of of the Doghouse: Affiliate and Panel Discussion – Coleen Reaching Your Ambassador Programs Ellis, Gina Phairas, Niki Tudge Customers and for your Profit and and Dr. Robert King Creating Value - Dr. Exposure - Alisha Katie Howie Navarro
"How Should I Say This?" Handle Sticky Situations with Clients in Writing with Confidence! - Nancy Tucker
Panel Discussion –Veronica Boutelle, Niki Tudge and Tracey Lee
Getting Started with Instagram - Tracey Lee
2:15 p.m. Create and Send Your First Email Campaign in 15 Minutes or Less Tracey Lee
Stimulate New Revenue Streams Debra Millikan & Niki Tudge
Our Bold New Frontier: Are You On Board? (Part One) Gina Phairas and Veronica Boutelle
6:00 p.m.
12
Get Your Business Online Tracey Lee
Our Bold New Frontier: Are You On Board? (Part Two) Gina Phairas and Veronica Boutelle