East Anglian Film Archive (EAFA) is the first regional film archive in England. The archive has been owned and operated by the University of East Anglia. EAFA came to us with concerns about their financial performance.

 

CHALLENGE

Before reframing the brief and setting goals for the project, my team and I conducted an inside-out brand audit to identify and address the problem using some analytical tool including SWOT analysis, matrixes to evaluate levels of brand awareness and brand persona. We evaluated all different customer types and products or services. We matched their brand roadmap, market positioning, anticipated industry trends and customer journey. Our project with EAFA was to change how it is seen in order to be financially independent. And our ambition for EAFA was to become the foremost archive in the UK

 

IMPACT

The strategy to formulate a new business model and action plan to rebrand and reinforce relationships with all stakeholders have transformed East Anglia Film Archive (UK), into an effective business organization moving towards being financially independent. It increased traffic to the archive both online and offline by 65% resulting in doubled their revenue in 2015-2016.