How could My Creative Team help a professional organization with 8,000 members create value for and loyalty among its membership? Well, it all starts with a cartoon dog....no, that's not how it worked! It ended with a cartoon mutt named "Buzz," but I'm putting the cart before the horse.

Pet Sitters International (PSI) wanted to help raise the value of the organization in the eyes of its members as well as in the eyes of the public who engage these dedicated professionals. The group also has an active interest in increasing the number of practicing, qualified pet sitters. One part of a larger MCT program for PSI was to begin right here at home: how could PSI help to relate back to its membership the value they're receiving from the organization.

One way to do that would be to help those members grow their businesses. Throughout the years, PSI has listened closely to its membership and responded in kind with programs and opportunities. One thing the group heard was that many of these small business owners need help in promoting their pet-sitting business. MCT and PSI set out to create specific, customized and targeted content for the membership outlining practical, executable marketing programs.

If content is King, then content created and delivered exclusively to constituents is… umm…is…what's higher than a King? An Ace?

And so was born "The Buzz Factory: Marketing Tools for the Serious Pet Sitter," a series of three marketing manuals developed specifically for PSI members. Free downloadable .pdf's. If you're a member.

Now we can queue Buzz, the lovable, smart mutt who appears in the Buzz Factory to walk PSI members through the processes. In part one, Buzz guides them through the ins and outs of creating and hosting a community event to promote proper pet ownership and quality pet care. Buzz guides the pet sitter through the design, planning and execution of an event with the ultimate intent of spreading the word about the pet-sitter's services.

Part two covers grassroots media relations in the pet-sitter's hometown and specifically shows them how to leverage what PSI's PR program is doing nationally and become the local go-to expert for the media. Part three gets cyber and social, outlining how to create and use a website, blog as well as how to employ social media outlets like Flickr, YouTube and even Craigslist.org to promote a pet-sitting business.

Each of these 15-plus page pdf's are available in downloadable format within the members-only section of PSI's website. A new service only for members at no additional cost; content that's helpful and can touch the bottom line of their business. We'd love to show it to you, but you're not a member.

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