This house, garden, and farm in the Germantown neighborhood of Philadelphia served as the ancestral home to a Quaker Philadelphia family for over nine generations—from 1690 to 1973. The National Historical Landmark site now offers programs that focus on history, horticulture, and urban agriculture, including a farmer's market of produce grown on-site. In recent years, Wyck staff has used Center support to consider new methods of identifying and deepening connections between the house and its landscape, as well as between the present and the past, and to build public awareness through enhanced branding and marketing. A new, audience-centered business plan is being developed after an intensive Center-funded evaluation of Wyck's current programs and visitors activities.
The staff and board members of Wyck, a historic site and a contemporary urban green space in the Germantown area, worked with Maureen Craig and her company Mo Strategy to develop a marketing plan and a definitive brand, which is aiding in attracting potential audiences as public interest in urban agriculture and environmental responsibility continues to grow. Mo Strategy developed a new brand identity for Wyck, grounded in the "brand promise" statement "Wyck: Feeding Curious Souls," which has been a stimulus for conversation and a focal point for considering future programming and audiences. The work of this planning process has resulted in sharpened and more effective messaging, and has helped Wyck staff to think about narrowing their range of programming, which became the focus of a 2013 Discovery Grant. [fn]Management grants, through the Philadelphia Cultural Management Initiative, were awarded from 2009 through 2013.[/fn]