Summit Presentation Synopsis #3

Survey Says!
Presenter: David Web, Research Consultant, dmrkynetec

The results of the 2009 North American Urban Animal Survey (NAUAS) ~ the Responsible Pet Owner Segmentation Study ~ are sure to be an eye-opener for all of us!

"The presentation will go far beyond superficial attitudes and behaviours to provide us with never-before-seen information about the underlying motivations of pet owners," explains Webb. "This research was specifically designed to be relevant for all members of the companion animal chain."

The NAUAS encompasses the results from 1500 interviews with cat and dog owners in Canada. It includes a segmentation of these pet owners that will distill this diverse group into four or five basic typologies (or segments) based on their attitudes and behaviours relating to pet care. This analysis will help industry stakeholders better understand pet owners and allow for more informed decisions regarding how to best reach this market.

"Given that the topic for this year's Summit is Urban Cats, the presentation will pay particular attention to the different attitudes and behaviours between cat and dog owners and the segments that exists between these two groups," adds Webb. "Only by truly understanding the unique characteristics and motivations of cat owners can the industry develop the necessary strategies to reach this group and maximize the opportunities."

Summit Presentation Synopsis #2

Learn to be a CATalyst for change
Presenter: Dr. Jane Brunt

Regardless of what segment of the companion animal industry you represent, statistics relating to urban cats and cat ownership can be discouraging.

The Society of Animal Welfare Administrators, for example, reports than an average of 70% of cats presented to U.S. animal shelters are euthanized. For every four cats coming into shelter, only one finds a permanent home.

This, despite the fact that statistics from the American Veterinary Medical Association reveal an "owned cat" population of 81.2 million. That's almost 10 million more cats than dogs -- making cats America's number one animal companion. Yet in 2006, 36% of those 81.2 million cats did not visit a veterinarian. Cats are twice as likely as dogs to not be taken to a vet, leaving many of them undiagnosed and untreated for illness, disease, pain and discomfort.

The CATalyst Council is an initiative to champion the cat in light of these troubling statistics -- in effort to change society's image of cats as aloof creatures, not in need of human contact or care. The vision of CATalyst is to raise the level of care and welfare of cats by cat owners, supported by increased adoption rates, the highest quality of veterinary care, preventative medicine and cat-friendly products.

"The Summit for Urban Animal session will provide an overview of the CATalyst initiative, its challenges and achievements, and show the results of collaborative efforts across all channels to reach common goals," explains featured speaker, Dr. Jane Brunt, a feline-exclusive veterinarian and executive director of the CATalyst Council. "By working together, CATalyst intends to make a difference in the way people in the United States and elsewhere see and experience cats."

Summit Presentation Synopsis Series #1

We're excited about the remarkable people who will be featured speakers at this year's National Summit for Urban Animal Strategies! And we want to share our enthusiasm with delegates!

This is the first in a series on "Summit Presentation Synopses" to give you a "sneak peak" at some of the intriguing topics that will be covered and the various presenters.

The Year of the Cat Initiative
Presenter: Dr. Elizabeth O'Brien

According to the Vietnamese calender, 2008 was technically the Year of the Rat. But that didn't stop Jim Sykes, CEO of the Hamilton Burlington SPCA and his team from designating it "The Year of the Cat" in his community.

The purpose of the campaign was multi-fold:

• to make citizens realize the nation-wide severity of the cat overpopulation problem and the degree of the problem within their own community;
• to educate people about the various misconceptions about the cat -- the most misunderstood, yet popular of all domesticated pets; and
• to encourage the various appropriate team leaders in the community to work together, including the HBSPCA, Hamilton Animal Control, veterinarians and rescue groups.

"All of the community leaders needed to step up to the plate and become part of the solution," explains O'Brien. "It was intended to create a ripple effect. A wave of problem awareness and joint community solutions, which would continue once the year was over."

Dr. O'Brien's presentation is designed to explain the various initiatives that took place during the year-long promotion, to encourage other communities to duplicate its success.

"Looking to the future," adds Dr. O'Brien, "the actual 'Year of the Cat' according to the Vietnamese calendar is 2011. I hope that this presentation will encourage other communities -- or better yet, national organizations -- to take political license and create a North American Year of the Cat for 2001!"

Dr. Elizabeth O'Brien is one of only four board certified feline specialists in Canada. She is a member of various feline organizations and is the chair of the Feline Advisory Committee for the Hamilton Burlington SPCA.

Future Thought Leader Scholarship Winners Selected

Pet Lynx Corporation is pleased to announce the winners of this year's National Summit on Urban Animal Strategies (NSUAS) Future Thought Leaders Scholarships.

The NSUAS Future Leader Scholarship program, established in 2008, provides $1500 in funding to enable recipients to attend the Summit. It is awarded to individuals who have demonstrated exemplary leadership skills in the companion animal industry and a specific interest in urban animal strategies.

"As usual, a number of highly qualified individuals were nominated by their peers," said Larry Evans, President of PetLynx Corporation. "And, as usual, the task of choosing the two winners was a challenge. It is inspiring to read about the good work that so many people are doing in various communities across Canada."

The 2009 scholarship winners are.....

Johanne Tasse
Companion Animal Adoption Centres of Quebec (caacQ)

Johanne Tasse has worked tirelessly for more than a decade, in an effort to reduce the high numbers of healthy and adoptable companion animals euthanized in Quebec each year and to "push for change as a united voice."

In 2008, Johanne was instrumental in establishing a non-profit society -- Companion Animal Adoption Centres of Quebec (caacQ). Since its inception, Johanne and her peers at caacQ have lobbied all levels of government, presented education programs to the general public, aggressively promoted spay/neuter awareness and launched a campaign to encourage the people of Quebec to consider "The Adoption Option" when acquiring a pet.

When nominating Johanne for this award, Louis McCann, Pet Industry Joint Advisory Council (PIJAC), said; "The situation [relating to companion animals] in Quebec is dreadful. Johanne would welcome the opportunity to network [at the NSUAS] as she often feels that she is alone in this battle, with no other leaders in her province."

"I am honoured to receive the scholarship funding," said Johanne. "I am excited to have the opportunity to meet with leaders in the companion animal industry, to learn from their successes and to be able to take this information to Quebec. This opportunity for networking will help me continue to campaign to change attitudes and legislation relating to management and care of companion animals in Quebec. Change is desperately needed here."

Pierre Filiatreault
Pierre's Alley Cats Society

He may have recently retired after 31 years of service with the Canadian Navy but Pierre Filiatreault continues a life of service... for the feral cats of Halifax.

A champion of "Trap, Neuter, Release" (TNR) programs for cats, Pierre feeds and monitors a colony of about 50 "fixed" cats in the Halifax dockyards. He is proud to report that not a single kitten has been born there in over three years and that all of the cats are well-fed and healthy.

In addition to looking after "his" cats, Pierre gives lectures on the virtues of TNR, supports other groups with funding whenever possible, and has mentored others in how to start their own TNR programs, including one at HRM Halifax.

On behalf of his registered non-profit organization - Pierre's Alley Cats Society -- he is working closely with the City of Halifax in an effort to secure funding for other TNR programs. Pierre also volunteers on the Board of Directors of his local SPCA as well as the Entrepreneurs With Disabilities Network.

Congratulations Johanne and Pierre!

The Countdown to the Summit is on!

The 4th Annual National Summit for Urban Animal Strategies is now just four weeks away! In addition to orchestrating an outstanding roster of speakers, your PetLynx Corporation team has been busy organizing all the fine details -- from meal selections to transportation to entertainment. (We are there to learn, network and plan.... but we have to eat, too!)

As we check off our calendars for the final countdown, we are constantly reminded that organizing this national event simply could not be possible without the continued and valued support of our corporate sponsors.

We extend sincere thanks to:

• IAMS Corporation
• Pet Secure Insurance
• Canadian Kennel Club
• PetSmart Charities
• PIJAC Canada
• Canadian Veterinary Medical Association
• Canadian Federation of Humane Societies.

2009 North American Urban Animal Survey (NAUAS)

You have questions. We will have answers!

• Does the average pet guardian think a spayed or neutered pet makes a better behaved pet?
• Do they think that mandatory pet licensing is just a "cash grab" for their city?
• If a pet guardian gets a prescription for their pet, how many follow through with proper administration of the drug?
• When buying pet food, is price the deciding factor?
• How has the economy impacted attitudes about pet care?
  

These and dozens of other important questions will be addressed in the 2009 North American Urban Animal Survey (NAUAS) being conducted in September. The results will be presented at the National Summit for Urban Animal Strategies to be held at the Chateau Lake Louise, Alberta, in mid-October.

The Responsible Pet Owner Segmentation Survey is the third of its kind to be conducted by Calgary-based PetLynx Corporation on behalf of its many industry partners.

"The cumulative answers to these questions will enable us to better understand 'the big picture' of important issues affecting pet guardians and the pet care industry in North America," explains David Webb, research consultant with dmrkynetec, the leading global supplier of market research to the agriculture, animal health and nutrition industries. "When we have a better concept of 'the big picture' we can develop broad-based strategies to address the big problems."

Webb adds that the methodology used in this "segmentation analysis" will divide the overall cat- and dog-owning population to four or five basic typologies. This will help us better understand their underlying motivations and beliefs with regard to pet care. With this information, we can be better equipped to deliver targeted and powerful responsible pet ownership messages.

"In the past, the companion animal industry as a whole has been forced to make important financial and legislative decisions based on common beliefs and internal statistics, not sound research," adds Petlynx Corporation's President, Larry Evans. "Big industry players, like pet food manufacturers and pharmaceutical companies, may have been in a position to fund their own research. But those of us at the front lines... the animal control centres, shelters, small retailers and veterinarians have been limited to our own internal data resources, which may not tell the whole story."

"Because this research is being conducted on a collaborative basis across Canada and the United States," concludes Webb, "it is a cost-efficient and affordable means of providing all facets of the pet industry -- from large corporations, to municipalities, to small service providers -- with a wealth of information that would otherwise be totally out of reach for them."

If you are interested in participating as a subscriber to the Responsible Pet Owner Segmentation Survey you must act now! Click here for details on how to sign on as a subscriber.