Recently the Wall Street Journal released an article talking about different ways cities around the country are recycling their Amazon Proposal videos. Not surprisingly, the article speaks at length about the video portion of each proposals and how they continue to cast a wider net on any businesses looking to open a new home office. It was nice to see them specifically call out the Philadelphia videos.

Last fall, the founder and chief executive at Elm Partners were drafting a headquarters list of their own, as they planned to move the small algorithmic investment firm from London to the U.S. The founder's children would soon all be in the U.S. with his youngest hoping to attend college in Philadelphia, said Chief Executive James White. Philadelphia was high on their list, but they didn't know the city well and were considering more familiar terrain in big cities such as New York, Los Angeles and Boston.

Then, a friend sent a link to the video Philadelphia put together as part of its Amazon pitch.

"The video just resonated with us really well," Mr. White said. The piece highlighted Philadelphia's entrepreneurial community and its burgeoning food scene. It helped push the city to the top of their list, and the company began its move to Philadelphia in January.

He had never lived in Philadelphia before, Mr. White said, "but this made us feel OK about taking that risk."