JAJoseph Adeniyi| Strategic Portfolio
Case File 002/Evergreen Grocer/Dublin 2/Digital Foundation

Building the digital foundation for sustainable local growth.

Transforming a traditional Dublin greengrocer into an integrated digital ecosystem — engineered to increase visibility, strengthen customer relationships, and support in-store footfall.

Client
Evergreen Grocer
Sector
Independent Retail
Location
Wexford St, Dublin 2
Engagement
Digital Strategy · 12 weeks
Digital StrategyWebsite DevelopmentSEOGoogle AnalyticsCustomer JourneyEmail MarketingLocal GrowthSocial Media
Evergreen fresh produce
Exhibit A — Evergreen storefront, Wexford Street
View the live site
Chapter 01

Business Problem

Evergreen already had an excellent offline reputation. The challenge wasn't product quality. The challenge was digital discoverability.

A family-run greengrocer on Wexford Street since 1994, Evergreen operated with a limited digital footprint — Google Maps reviews, inconsistent social activity, no structured channels, and a business dependent almost entirely on footfall. In a competitive Dublin retail market, that fragility is a growth ceiling.

Missing
No Website
Missing
No SEO
Missing
Limited Social Media
Missing
No Email Marketing
Missing
No Analytics
Missing
Footfall Dependent
Missing
No Measurement
Missing
Fragmented Presence
Objective

Build a low-cost, content-led digital ecosystem — using the SOSTAC framework — that strengthens awareness, engagement and retention while translating digital activity into measurable in-store footfall.

Chapter 02

My Contribution

Working within a five-person delivery team, I led the pillar the entire ecosystem relied on for search visibility and measurement: the website and the SEO foundation beneath it. Everything the social channels drove traffic to — every tracked interaction — resolved to the infrastructure I owned.

Role
Website & SEO Lead
Joseph Adeniyi · Digital Marketing Project, TU Dublin × Evergreen Grocer
  • Website Architecture
    Home · About · Weekly Specials · Contact structure
  • Website Copywriting
    SEO-first, locally rooted brand voice
  • SEO Foundations
    Title tags, metadata, on-page optimisation
  • Search Console + GBP
    Submission, indexing, local search visibility
  • Google Analytics
    Event architecture and traffic measurement
  • Information Architecture
    Clear nav, trust-building content order
  • Brand Messaging
    "From our family to yours" positioning
  • Mobile-First UX
    Optimised for local, in-the-moment discovery
Chapter 03

Growth Architecture

Each channel plays a specific role — discovery, consideration, retention, conversion — and each feeds the next. Removing any single node weakens the whole.

Node 01
Instagram
Awareness · algorithmic discovery
Node 02
TikTok
Local reach · younger audience seeding
Node 03
SEO Website
Trust · information · destination
Node 04
Google Analytics
Measurement · behaviour · decisions
Node 05
Mailchimp
Retention · repeat visits · loyalty
Node 06
In-store Footfall
Commercial outcome
Stage 1
Discover
Stage 2
Follow
Stage 3
Visit Site
Stage 4
Measure
Stage 5
Subscribe
Stage 6
Walk In
Chapter 04

Website Showcase

evergreengrocer.carrd.co
Evergreen homepage
SEO-first copy
Every headline written to signal relevance to Google and reassurance to a shopper.
Local trust building
Family-run heritage, Dublin 2 roots, and product transparency lead the fold.
Information architecture
Story · Range · Location — the exact order a local customer needs it.
Brand messaging
"From our family to yours" anchors a warm, unfussy tone.
Clear navigation
One-page architecture kept friction close to zero on mobile.
Mobile-first design
Sized for a shopper looking up hours on Wexford Street in real time.
Google Analytics integration
Every scroll depth and outbound click piped into GA4 for later interpretation.
Local intent capture
Address, hours, phone and directions surfaced without a tap.
evergreengrocer.carrd.co/#visit
Evergreen visit-us section
Live site
evergreengrocer.carrd.co
Open live site
Chapter 05

SEO Strategy

Keyword Optimisation
Locally-scoped intent — 'organic grocer Dublin 2', 'greengrocer Wexford Street', 'plant-based groceries Portobello'.
On-page Metadata
Title tags and meta descriptions written per page for CTR, not for a checklist.
Site Structure
Flat information architecture Google crawls in a single pass.
Search Console
Submitted, verified, monitored — indexing errors caught early.
Google Business Profile
Hours, category, imagery and reviews aligned with the on-site messaging.
Analytics Coupling
Search data tied directly into GA4 for behaviour-level attribution.
Step 01
Research
Local intent + competitor SERP mapping
Step 02
Structure
IA · URL hygiene · internal linking
Step 03
On-page
Copy · metadata · schema signals
Step 04
Monitor
GSC · GA4 · GBP feedback loop
Chapter 06

Analytics & Measurement

A GA4 property was configured from the ground up — traffic acquisition, engagement, referral, and event tracking — so every insight in the final report is behavioural, not anecdotal.

Traffic Acquisition
Organic Social
Instagram + TikTok drove the majority of new-user sessions.
Direct Traffic
Steady
Return visits from mailing list and in-store QR codes.
Sessions
Sustained growth
Session volume climbed alongside content cadence.
Engaged Sessions
Above baseline
Users landed on the right story, not the wrong page.
User Behaviour
About-page led
Trust-building content out-performed product pages.
Engagement Time
Healthy
Editorial copy earned attention on a one-page site.
Insight
Instagram was the discovery engine. The website was the closer.

The report is unambiguous: Instagram generated the volume, the website closed the trust gap, and email started the retention loop. Each channel earned its place because we measured what it actually did — not what we hoped it would.

Chapter 07

Digital Transformation Timeline

Wk 01
Discovery
Digital audit + SWOT
Wk 01
Research
Local competitor mapping
Wk 02
Strategy
SOSTAC framework applied
Wk 02
Website
IA + copy + build
Wk 03
SEO
GSC + GBP + on-page
Wk 03
Analytics
GA4 property configured
Wk 04
Instagram
Handle launch + content
Wk 04
TikTok
Local seeding
Wk 05
Email
Mailchimp + QR capture
Wk 05
Campaigns
Basket giveaway · Babysis
Wk 06
Measurement
90-day analysis
Wk 06
Optimisation
Recommendations delivered
Chapter 08

Outcomes

Outcome
Website launched
A branded, SEO-first digital storefront live at evergreengrocer.carrd.co.
Outcome
Analytics implemented
GA4 property configured with event architecture and dashboards.
Outcome
SEO foundations set
GSC, GBP and on-page optimisation aligned to local intent.
Outcome
Ecosystem integrated
Social, site, email and analytics operating as one system.
Outcome
Social channels launched
Dedicated Instagram and TikTok handles built from zero.
Outcome
Email marketing introduced
Mailchimp list seeded via in-store QR codes and site opt-in.
Outcome
Measurement framework
Behavioural insights replacing anecdote-driven decisions.
Outcome
Content-led awareness
Editorial content proved out as the primary discovery lever.
Outcome
Retention loop live
Mailing list creating repeat-visit signal for the first time.
Evergreen storefront
Chapter 09

What This Project Reinforced

Digital growth isn't created by isolated tactics. It comes from designing systems where customer psychology, digital channels, measurement, content, search, email and analytics reinforce one another.

A website with no measurement is a leaflet. Analytics with no strategy is a report. Social with no destination is a distraction. Evergreen worked because those pieces were built to feed each other — and because someone owned the piece the others resolved to.

End of Case File 002
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