There's ample evidence that Philadelphia has failed to market itself to the college set. Recent census data rank Philadelphia behind 19 other cities in the proportion of adults with bachelor's degrees. Previous studies show the region doesn't retain enough graduates from area colleges - even those predisposed to stay.
Fortunately, these negative reports have invigorated regional groups that are trying to attract, engage and retain students.
Their efforts are vital to Philadelphia's future. In the postindustrial world, place matters for new reasons. Cities used to have an advantage if they were close to natural resources, transportation, and plentiful physical labor. That's why Philadelphia prospered. Now, economic advantage depends on having a climate where creative people can develop innovative ideas. Knowledge is infinitely portable; smart workers go where they want to live. What counts to them are lifestyle amenities, the presence of like-minded people, and the breadth of available jobs in their field. Young people don't expect to work for one employer their whole careers.
Philadelphia has huge assets for this competition, too; they just haven't been well-publicized or fully developed. Slowly, the region is carving out a niche in life-sciences research and product development. Capital is trickling in from government and private sources. Jobs and entrepreneurial opportunities will follow - if workers are willing to live here.
The best place to begin recruiting is the area's own colleges. From the time students arrive, get them off campus and invested in the community.
That's one goal behind "Campus Visit," a clever campaign by the Greater Philadelphia Tourism Marketing Corp. aimed at high school students picking a college. Families can get discount hotel rooms and Amtrak tickets. A city welcome pack includes a disposable camera urging students to "Picture Yourself in Philadelphia."
