San Diego makes push for top talent with 'Life. Changing.' campaign

San Diego makes push for top talent with 'Life. Changing.' campaign
Posted at 4:46 PM, Sep 20, 2017
and last updated 2017-09-21 14:35:34-04

SAN DIEGO (KGTV) - San Diego is making the push for top talent and to dispel any lingering assumptions the region can't compete with larger hubs around the country.

The San Diego Regional Economic Development Corporation (EDC) Tuesday launched their campaign "San Diego: Life. Changing.," an effort to attract and retain talent centered around STEM - science, technology, engineering, art, and math.

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"We’re not Boston, New York, San Francisco or Los Angeles. And we don’t want to be," Mark Cafferty, San Diego Regional EDC president, said. "This campaign was developed by San Diego ... and for San Diego to communicate the unique opportunities and experiences our region offers to companies and employees alike."

Officials unveiled the campaign at Tuesday's San Diego Padres game before about 15,000 in attendance.

The privately-funded campaign hopes to elevate the region's standing and dispel the perception of limited opportunities in the region and is set to run through 2019, according to San Diego Regional EDC.

The Regional EDC said it's critical to attract talent that appeals to global companies to the area for San Diego to remain competitive.

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"The San Diego: Life. Changing. campaign reinforces the message we’ve been telling candidates for years: San Diego is a dynamic, rich environment with incredible opportunities to have both the career and life you want, that you just don't find in other regions," Melinda Del Toro, a senior vice president at San Diego Brand Alliance, said.

Nearly 100 companies have signed onto San Diego Brand Alliance, including Illumina, Human Longevity, Inc., Sony, Qualcomm, and Intuit, which will serve as unofficial advisors to the campaign.

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Over the next two years, Regional EDC hopes to build out the campaign, including online, and partner with more San Diego organizations to focus on specific markets around the country.