Marketing & Media Relations
Brady Butler, Director
9000 Babcock Blvd.
Pittsburgh, PA 15237

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Pittsburgh, September 30--In cooperation with the Pittsburgh Council on Higher Education (PCHE), La Roche College joined nine other local colleges and universities in launching a new collaborative marketing initiative on September 18. Called The College City, the $1 million effort focuses on promoting Pittsburgh as a world-class college town with the cultural resources and career opportunities of a big city. The launch of The College City took place at an evening kick-off party outside PNC Park. Nearly 300 local college students were on hand, including students from La Roche.

Developed by Campus Visit, Inc., a marketing firm in Boston, The College City has several components. One is a magazine complete with stories about the regionís cultural offerings and career opportunities. It also contains information about each PCHE school. Admissions counselors at PCHE schools can use the magazine in their mailings to prospective students. One of the other components is a website,, which contains information about the regionís assets and ways to connect directly with local schools. In addition, Campus Visit, Inc. operates a travel desk for parents to utilize when they are planning a visit to a local college or university. The travel desk offers assistance in making reservations and offers discounts.

The College City has several major goals: to put Pittsburgh on the map as a college destination; to attract more and better students to the colleges and universities in the region; and to create a more youthful image for the city. The program is receiving support from state, county and city officials as well as local civic and economic development organizations. Campus Visit, Inc. is spearheading similar initiatives in Boston and Philadelphia. In Pittsburgh, PCHE has made a three-year commitment to the marketing program. <

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