The Samuel Johnson Birthplace Museum is seeking a freelance consultant to lead Opening Chapters — a targeted audience consultation project focused on meaningful engagement with both existing and potential visitors.
1. Background
The Samuel Johnson Birthplace Museum (SJBM) is a Grade I listed townhouse in the heart of Lichfield, Staffordshire. Built in 1707–08, it was home to Samuel Johnson, author of the first comprehensive Dictionary of the English Language in 1755 and served as the Johnson family’s bookshop and residence.
Open to the public since 1901, the Birthplace is an Accredited Museum with a growing collection of over 8,500 items. The Museum welcomed 19,000 visitors in 2024/25, is free to enter and is funded, administered, and staffed by Lichfield City Council, acting as sole trustee of Dr Johnson’s Birthplace Trust (Registered Charity no. 500046).
2. Project Overview
Project Title: Opening Chapters: Audience Development at Samuel Johnson’s Birthplace
Purpose: Lichfield City Council and the Samuel Johnson Birthplace Museum have received funding from the Museum Development Midlands Open Grants Fund 2025–26 to support a project focused on in-depth consultation with existing and potential audiences. The findings will play a key role in shaping future exhibitions, displays, activities, and programming, ensuring that the Museum’s offer remains relevant, inclusive, and reflective of the needs and interests of its communities.
The consultant will help deliver this programme through:
- Interactive workshops
- Focus groups
- Supporting in-gallery and outreach-based feedback mechanisms
This project will also contribute to preparations for the 125th anniversary of the Museum in 2026, offering an opportunity to explore new narratives and fresh approaches to interpreting the life and legacy of Samuel Johnson.
3. Key Questions to Address
The project seeks to address gaps identified in a recent review of the Museum’s audience data. The consultant will help gather insights that answer the following:
- What improvements would visitors like to see?
- What are the main barriers non-users experience, and how can the Museum address them?
- How can the Museum better support people with lived experience of mental health, disability, and neurodiversity? How might it partner with local organisations in these areas?
- What do local stakeholders want from the Museum?
4. Consultation Strands
We are seeking support from a consultant to explore three key strands of consultation activity as part of this project. For each strand, we have suggested possible methods and areas of focus, but we welcome and encourage consultants to recommend alternative or additional approaches based on their professional expertise and experience.
Strand 1: Light-touch consultation with existing audiences
- Use of in-gallery and event-based creative feedback tools
- On-site surveys, suggestion prompts, and interactive mechanisms
Strand 2: Consultation with under-represented audiences
- Explore barriers to participation and gather ideas for inclusive programming
- Facilitate accessible workshops/focus groups and targeted outreach sessions
Strand 3: Consultation with local stakeholders
- Engage with education providers, mental health services, cultural organisations, and community groups
- Explore opportunities for future partnership and collaboration
5. Outcomes
By February 2026, the project will have:
- Developed a deeper understanding of user and non-user needs
- Collected insights to inform an evidence-based action plan aligned with the Museum’s existing Audience Development Plan
- Identified themes, stories, and approaches for future exhibitions, displays, and activities
- Enhanced the Museum’s ability to diversify and grow its audiences
- Strengthened relationships with key stakeholders and community partners
Project Outputs
The consultant will be expected to deliver the following as part of the project:
Delivery of engagement activities
The consultant will:
- Design and facilitate a minimum of two interactive workshops with target audience groups, working collaboratively with Museum staff
- Lead and deliver a minimum of two focus groups to gather qualitative insights
- Support and guide the development and implementation of in-gallery and outreach-based feedback mechanisms, working collaboratively with Museum staff
Reporting and deliverables
The consultant will be responsible for producing the following outputs:
- Interim summaries or write-ups following each engagement activity, highlighting key themes and emerging insights
- A synthesis report consolidating findings from all consultation activities
- A draft version of the final report, including preliminary recommendations, to be submitted by mid-February 2026 for feedback
- A final report, due by 6 March 2026, incorporating:
o Key findings from all engagement activities
o Recommendations for future exhibitions, displays, and activities
o Insights to inform an evidence-based action plan aligned with the Audience Development Plan
o Suggestions to diversify and grow audiences - A slide deck or summary presentation of key findings and recommendations
- One live presentation of findings to Museum staff and/or stakeholders
6. Approach to Inclusion and Accessibility
The consultation process will be designed with a wide range of needs and experiences in mind. This may include:
- Offering in-person, online, and one-to-one opportunities
- Providing materials in alternative formats (e.g. Easy Read, large print)
- Ensuring physical and sensory accessibility
- Working with support organisations to co-facilitate engagement
- Clearly communicating the purpose and use of all collected data
We are committed to respectful, responsive, and inclusive practice.
7. Timeline
Phase Activity Timeline
| Planning | Finalise engagement formats, invite participants | Sep–Oct 2025 |
| Delivery | Focus groups and workshops | Oct 2025–Jan 2026 |
| Analysis | Review and synthesise all data | Feb 2026 |
| Reporting | Draft and submit final project report & recommendations | By 6 March 2026 |
All grant expenditure must be completed by 6 March 2026.
8. Budget
The total available budget is £5,000 (inclusive of VAT and all expenses). This must cover:
- Consultancy fees
- Production of consultation materials
- Participant incentives and travel expenses
- Refreshments for participants
This project is generously supported by the Museum Development Midlands Open Grants Fund 2025–26.
9. Submitting a Quotation
Please provide the following:
- A short outline of your proposed approach to delivering this consultation project
- Relevant examples of previous, similar projects (particularly within the heritage or cultural sector)
- A budget breakdown detailing your fees and anticipated costs within the £5,000 cap
Deadline for submissions: Thursday 18 September 2025 at 5:00pm
All applicants will be notified of the outcome by: Tuesday 23 September 2025
Please send to:
Kimberley Biddle
Museums and Heritage Officer
E: sjmuseum@lichfield.gov.uk
Quotations will be reviewed by Museums and Heritage Officer, Kimberley Biddle and Town Clerk, Tony Briggs. Shortlisted consultants may be contacted for further discussion. Appointments will be made in line with Lichfield City Council’s financial regulations.
Contact & Further Information
For informal enquiries or to request this brief in an alternative format, please contact Kimberley Biddle at the email above. Please see a PDF of the consultation brief here.
This project is supported using public funding from MDM and Arts Council England.
