the project.
Sun Soakers 2016: The Amazing Inu Race was a collaborative event between Nekojam Pet Food Supplies and two teams of Ngee Ann Polytechnic students. As part of the Business Planning class compulsory for Entrepreneurship Minors, my group and I were determined to undertake this particular project and we managed to win one of the two spots! Alongside another team of students, we embarked on the journey of planning, organising, and executing the exciting event for dog owners in Singapore.
the goal.
The main objective of the project was to increase brand awareness (both online and offline) for Nekojam and thus to grow their customer base through this event. Of course, the side goal was to create a fun day out for our fellow pawrents and to create opportunities for them to foster friendships!
the process.
Over the next two to three months, we collaborated closely with the lovely owners of Nekojam (Deborah & Jeremy) and learned so so many things from them - from liaising to Marketing and everything between. Specifically, here eight key takeaways from the project:
• Strategically entice potential sponsors to be part of our event through their goodies• Producing a strategic marketing plan• Attracting the right target audience using Marketing tactics• Employing social media to increase awareness of the event and Nekojam• Managing all logistical components of the event• Pricing of the event• Ensuring safety and risks were accounted for and carefully calculated• Overall learning of the strategic planning of events
the plan.
Consisting of a total of eight stations, with each station having a game for participants to complete, the team (one/two humans with dog(s)) with the shortest timing will win the race. With games stationed across East Coast Park, participants will be given a stamp by a station master for every station completed.
 |
| Stamp Cards and Maps |
 |
| Bags packed and ready for D-Day |
THE day.
The games were designed to involve both owners and dogs, and some were even collaborative between two teams. Each station was also themed and featured at least one sponsor - not forgetting the promise we made to them about generating brand awareness for them in exchange for the goodies!
 |
| Our happy participants |
After an exhilarating day, one puppy emerged with more goodies than the others! We then finished up the day with a barbecue event for the happy participants and the diligent volunteers (station masters).
 |
| Our top dog! |
 |
| Main station |
 |
| Goodies |
the experience.
In two to three short months of planning, I learned so so much from the team at Nekojam. Planning an event was like running a small company with a deadline. The end of the event was a bittersweet one but it is one of the first steps I took into the exciting world of Marketing and will always be grateful for the opportunity.
