(FOUNDER continued from page 2)
home pet care. This pet care was negotiated with your neighbor over the garden fence on a warm Saturday afternoon; the contracted labor agreement left some unwilling teenager, who had other plans for their summer vacation caring for the family pet. I know this all too well, as I was once that begrudging and often belligerent pet-sitting teenager set loose into the homes of our neighbors to feed and water precious pets.
other in order to more deeply penetrate the pet care industry landscape and make solid and positive changes to the benefit of our industry, our clients and most importantly, the welfare of our family pets.
Throughout my career I have been privileged to work as a member of highly-effective and dynamic teams across several countries and continents. I acknowledge and recognize that when a group of people have the opportunity to gather toSo here we are at the beginning of 2012, and oh how things gether, sharing a common goal with an aligned philosophy and have changed. The marketplace is now full of dog trainers, pet- an overwhelming passion, there are no limits to what can be sitters and dog walkers. Pet care books and the latest training achieved. fads are published at a fast rate. Because of the growth of the pet industry, it can be difficult determining what works and what So what do we wish to achieve? What is our vision? First, to doesn‘t. The methods, philosophies and techniques of many grow a strong brand that represents our community, a commu‗experts‘ on dog training and pet care can be buried in the mar- nity of science-based, force-free, highly-ethical pet professionketing message and industry jargon often hides obsolete tech- als and business owners. It is a brand that gives us a platform niques, questionable methods, regressive philosophies or dam- to advocate for our community in an objective and professional aging equipment choices. As in any industry, pet care profes- manner, a brand that resonates with the pet owning community sionals range from the highly-professional to the modern ver- as one of effective, efficient, approachable and ethical pet care sion of the reluctant but more technologically-savvy teenager professionals and a brand that is a powerful voice in bringing left to care for a beloved pet. All of this culminated in a growing about change in our industry. We not only care about our inneed for The Pet Professional Guild. Your eagerness to join dustry, we must care about those who practice within it and this has certainly reinforced our behavior. is the driving factor behind the Guild University that will provide an umbrella for our educational programs delivered by the best I want to take this opportunity to personally welcome and con- third-party educational providers. gratulate our first 50 members, our founding members and charter members. Your names will sit proudly on our site as we Our key 2012 goals fall across six main categories with each grow and prosper and we invite you to proudly post your Char- category represented by a committee and a committee chair to ter Member Badge. coordinate the tasks and results. I have summarized our committees below and want to take this opportunity to invite you to In just one month we have launched a pet care organization, join us in driving our goals forward. which, while still fledgling, is already developing 2012 goals. These goals are designed to support you in your business, to Bring your talents and skills and volunteer some time to help help educate pet owners to the benefits of choosing a force- us, you will be warmly received. free trainer, and to help create a dynamic network of industry professionals that can share best practices and support each
Guild Key Goals & Working Committees Committee Name
Committee Chair
Committee Vice-Chair
Key Initiatives
Member Education & Skill Proficiency Programs
Niki Tudge
Angelica Steinker & Diane Garrod
Monthly educational webcasts, skill proficiency programs and provisional member mentoring programs
Marketing & Public Relations
Niki Tudge
Diane Garrod
Strategic marketing plan, brand positioning
Community Outreach & Advocacy programs
Angelica Steinker
Leah Roberts & Leonard Cecil
Position statements, pet owner educational materials and member educational resources
Member Services Products & Programs
Diane Garrod
Angelica Steinker, Anne Springer, Niki Tudge
Branded member curriculums, member handouts and tools, business support tools and skill training.
Member Communication
Catherine Zehner
Leonard Cecil and Diane Garrod
Monthly newsletter, quarterly member publication
International Member Communication
Leonard Cecil
Niki Tudge
Coordinating the needs of international members across all five goal committees. 4