UNIVERSITY OF EDINBURGH MUSEUMS

MEDICAL MUSEUM AUDIENCE DEVELOPMENT STRATEGY

University of Edinburgh

Jura Consultants has been assisting the University devise an audience development strategy for a project which will see the redisplay and reinterpretation of its historic anatomical collections coupled with a new exhibition space exploring 21st Century developments. Tasked with the relatively open brief of demonstrating the added value of the project to the University, the need to devise an audience development strategy quickly emerged from our research. Informed by consultation with key members of University staff, potential programming partners and with external representatives from within the field, our study demonstrated who the project could target and the outcomes it could deliver for participants, the University and the field more widely. Our report demonstrated the opportunity for the project to significantly widen and improve access to and engagement with the University and its collections and has been a key document informing internal decisions surrounding the project’s development as well as supporting funding applications.