Audience development plan for Samuel Johnson Birthplace Museum

I’m about to complete a fascinating project to create an audience development plan for Samuel Johnson Birthplace Museum (SJBM) in Lichfield, the family home of writer and author of A Dictionary of the English Language, Samuel Johnson. Like most museums, SJBM would like to increase and diversify its visitors, and this has prompted the big question we’ve looked at answering: How can we make Samuel Johnson relevant to 21st century audiences? This project is only one step in the museum’s audience development journey and commitment to its existing and potential audiences – there is so much potential and exciting things around the corner!