IvanSimm
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Client Overview

Business Name: Everdale Café & Gelato
Website: everdale.com.au
Location: 1a/830–850 Princes Hwy, Springvale VIC 3171
Phone: 1300 600 051
Operating Hours: Sunday – Thursday: 11:30 AM – 3:00 PM & 5:00 PM – 8:30 PM; Closed on Fridays and Saturdays

Brand Essence

Everdale is a fully plant-based café and gelato bar, offering a delightful fusion of health-conscious dining and indulgent treats. Founded by Henry and Jullian Poncho, the café began as a home-based venture and has grown into a vibrant community hub. Their mission is to provide delicious, sustainable, and innovative plant-based cuisine without compromising on taste. ​

Marketing Objectives

  • Enhance Local Visibility: Increase foot traffic from the Springvale area and surrounding suburbs.
  • Boost Online Engagement: Grow social media presence, particularly on Google, Instagram and Facebook.
  • Promote Signature Offerings: Highlight unique menu items and seasonal gelato flavors including vegan burgers.
  • Encourage User-Generated Content: Foster a community of brand advocates through customer reviews and shared experiences.
  • Drive Repeat Visits: Implement loyalty programs and exclusive promotions to retain customers.

The Approach

SEO Analysis by SEObility on everdale.com.au

1. Website Optimization
(SEO + UX)

  • Design and developed website using WordPress.
  • Optimize on-page SEO for terms like “plant-based café Springvale,” “vegan gelato Melbourne,” etc.
  • Ensure fast load times, mobile responsiveness, and intuitive navigation.
  • Add schema markup (LocalBusiness, Menu, FAQs) to enhance local search visibility.
  • Include user-friendly online ordering or reservation options (if applicable).
View Website
Everdale Cafe & Gelato’s Facebook
Everdale Cafe & Gelato’s Instagram

2. Social Media Strategy

  • Primary Platforms: Instagram & Facebook
  • Secondary Platform: TikTok
  • Content Pillars:
  • Signature Dishes & Flavors – Feature unique menu items and seasonal gelato.
  • Behind the Scenes – Kitchen prep, team intros, sourcing ingredients.
  • UGC & Testimonials – Repost customer stories, reviews, and aesthetic photos.
  • Promotions & Events – Highlight special deals, loyalty perks, or community pop-ups.
  • Posting Schedule:
  • 4–5 posts per week (mix of feed, reels, stories)
  • Reels: At least 2 per week for engagement and discoverability
  • Stories: Daily updates including polls, Q&As, countdowns
Everdale’s Facebook
Everdale’s Instagram

3. Email Marketing & Loyalty

  • Build a customer database through the website, in-store prompts, or social sign-ups.
  • Monthly newsletter with:
    • New menu launches
    • Exclusive subscriber offers
    • Events and community stories

4. Paid Ads Campaigns

  • Facebook/Instagram Ads: Geo-targeted around Springvale & South-East Melbourne.
  • Google Ads: Branded and high-intent keywords like “best vegan café Springvale.”
  • Retargeting campaigns to re-engage previous site visitors or social engagers.

5. Collaborations & Community Activation

  • Partner with:
    • Local vegan influencers for content swaps and events
    • Sustainable brands for giveaways or bundled offers
  • Host mini-events: Gelato tasting nights, coffee art workshops, or plant-based cooking demos.

6. Analytics & Tracking

  • Use Google Analytics, Meta Insights, and GMB Insights to track:
    • Website traffic sources & user behavior
    • Social post reach and engagement
    • Conversion rates (orders, sign-ups, reviews)
  • Monthly performance reviews to refine content and ad strategy
View Full Report