Students from Saint Mary’s University and Dalhousie University recently teamed up to help East Coast Dog, Halifax’s premium boutique pet store and grooming salon, strengthen its community engagement and brand presence. The challenge was part of the Innovation Sprint program held at the Arthur L. Irving Entrepreneurship Centre, where students collaborate with local businesses to apply creative problem-solving and entrepreneurial thinking to real-world needs.
Founded and operated by Jenn Marotta, East Coast Dog has quickly become a trusted name in the local pet care community. With a background in animal care and customer service, Jenn built her business around one goal: to create a safe, welcoming and enjoyable experience for both pets and their people. Combining professional on-leash dog walking, expert grooming and high-quality retail, she’s built a space that reflects her passion for animal well-being and community connection.
When Jenn joined the Innovation Sprint, she brought her dog Winston, who quickly became the star of the event. Students connected deeply with East Coast Dog’s mission and were curious to learn about the certifications and training programs that make the business unique. Over the course of the session, they worked in small teams to brainstorm ways to expand community engagement, attract new customers and build brand loyalty through creative programs and partnerships.
Ideas ranged from dog run clubs and reward programs to rehab coaching for retired K-9s and community training events. Many teams focused on initiatives that would deepen local connections and create memorable experiences for pet owners, while also introducing new revenue streams for the business.
The winning team took home the program’s $1,000 grand prize. To close the session, Jenn also awarded $170 in gift cards to the top three teams and $5 gift cards to all participants-a thoughtful gesture that reflected her commitment to appreciation and community spirit.
The winning team, Mila Souilliere and Patricia Tagliapietra from Dalhousie University, impressed Jenn with their creative approach to community engagement. In fact, one of the winning ideas even sparked a potential collaboration. A student who runs a local club caught Jenn’s attention and the two discussed partnering on a future event.