Case Study: The IEDR Optimise Project Pt.1

Last month (April 22nd) saw applications close for the Irish Domain Registry (IEDR) Optimise 2016 fund. The €750,000 fund , which is in its sixth-year was designed to help budding start-up Irish companies to prosper by enhancing their online presence by providing access to top professional digital agencies.

Due to our efforts in last year’s fund,  Matrix have been chosen once again to provide Digital Marketing training & Consultancy services to this year’s successful fund beneficiaries.

Our participation in last year’s fund was met with great excitement from all of the Matrix team. We we’re delighted to work alongside some fantastic new companies and meet some wonderful people along the way.

Although we were providing the training, we ourselves learned a lot of new insights into the overall business spectrum in Ireland. Our work brought us all around the country from Cork to Mayo and introduced us to business owners from a wide variety of fields and all with the same goal: improving their online presence.

While all of these people couldn’t of been more different, they shared the same common goal – online success. We were impressed by the drive & dedication of each and every one of these individuals and we thoroughly enjoyed working with them all.

Each month we will showcase the companies that we had the pleasure to work with and the work that Matrix carried out for them

Events.ie/Hanley Group


This company is based in Donnybrook, Dublin 4 and specialises in providing products & services to event planners all across Ireland. The company was formed in 1984 as as the Dublin Balloon Company and is run by a father and son team, Peter & Philip Hanley.

After two preparatory meetings with the Hanley Group, both parties agreed on an overall work schedule. The Hanley group currently maintain three separate websites; events, Party shop & elegant linens.

Site Tracking

To start off we set up Google Analytics tracking for all three websites to correctly record incoming traffic levels. We also set up goals & event tracking through Analytics.

Search Engine Optimisation

Our SEO team conducted in depth keyword research for all three websites. We compiled these findings into an overall SEO audit of all three websites and added our own thoughts & recommendations.  This included advice on which long tailed & unique keywords the Hanley group should rank for and the areas where improvements to the SEO could be made.

Social Media Training

We provided on-site training to the Hanley group which covered topics such as social media setup content writing. We advised on which platforms would work best for the company with a particular focus turned on the benefits of Facebook, Instagram & Twitter for advertising. A social media & content strategy was created to help plan ahead in anticipation of seasonal trends & events.

Physio Extra

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Established in 2005 by Dr Kiera Brown, Physio Extra is is a sports injury & physiotherapy clinic based in Rathmines in South Dublin. The clinic offers a whole range of services & classes including acupuncture, back care, massage and pilates.

Online Booking Engine

Physio Extra were seeking a more streamlined & manageable system to allow their customers to sign up for pilates classes. After a number of consultations with our development team, both parties concluded that the best way forward was the through design and development of a custom built booking system.

With close collaboration with Kiera, we developed this high quality system & implemented it into their website. The positive outcome ensured a smoother booking process for the customer & a more efficient way to manage classes for the company.

Social Content Plan

We developed a  content plan based around upcoming events & trends. This was created to help Physio Extra to plan in advance which content they could schedule on their social channels and when.

Google Ads Training

Our in-house AdWords experts delivered a comprehensive training module designed to help Physio Extra to set up, manage & measure their own pay-per-click campaigns. We spoke about determining the right budget, what appropriate keywords were best and how to measure the success of a campaign.

Hook & Ladder


With 4 locations in both Limerick & Waterford, Hook & Ladder is a truly unique concept. The company encompasses a cookery school, cafe and home accessory store all under one roof.

The company also operates a catering service and hosts private events. Artisan food is the order of the day at Hook & Ladder with all produce coming from from locally sourced suppliers.

The company first opened it’s doors in 2013 starting with it’s flagship premises in Waterford. Following this, three more Hook & Ladder stores opened in Limerick. There are currently 80 people employed by the company across its cafes & cookery schools.  


We analyzed the analytics & overall traffic performance of Hook & Ladder’s current website. We then compiled a report based on our findings with a general overview of their overall ranking position and recommendations based around how it could be improved.

User Experience & Mega Menu Creation

Hook & Ladder had identified that there was a problem with their website but couldn’t quite pinpoint the issue. Upon investigating this we concluded that the issue lay in overall user experience of the website.

We set up a UX workshop with Hook & Ladder and discussed the personas of the average customer, what they wanted & how to provide them with a satisfactory online experience.  During the workshop, it became evident that the menu & general structure of the website wasn’t clear enough to satisfy the user.

After discussing this with Hook & Ladder, we created a wireframe of a proposed  new mega menu which we felt would benefit the the website. Once we got the green light, our design & development teams got to work by creating and building the mega menu and incorporating it into the website.

“Hook & Ladder was one of the lucky companies selected to receive the IEDR Optimise Fund in 2015, helping us grow our business online, was Matrix Internet.

“I would highly recommend the Matrix team, I worked closely with Inaki who was extremely helpful on advising and implementing a design that would make the website more user friendly and ultimately grow revenue. I would not hesitate to go back with our next project online. Inaki was so professional, knowledgeable and provided excellent customer service. I would highly recommend the team at Matrix to anyone who is looking to create or grow their online business. Sarah Moloney – Hook & Ladder

Next month we will bring you the second and concluding part of the case study where we will discuss the work that we carried out for the remainder of the IEDR clients including, Total Shave, Graphic & Paper Merchants & The Old Mill Stores.

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