Branding and Marketing Plan

Wyck Association

2010
$30,000

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.[footnote Management grants, through the Philadelphia Cultural Management Initiative, were awarded through 2013 following which a new funding category, Advancement grants, was introduced to support substantial long-term organizational development. Learn more>>.]