Maximizing Name, Image, and Likeness (NIL) Opportunities on Social Media

The launch of HappyValleyTalent.com—an initiative by the Happy Valley Adventure Bureau, Chamber of Business and Industry of Centre County, and partner organizations—positions businesses and organizations to connect meaningfully with university students.

Thanks to Pennsylvania's new name, image, and likeness (NIL) regulations for student athletes, opportunities now extend to all students. HappyValleyTalent.com bridges brands and students effectively. Yet, capturing attention demands strategy beyond basic events.

Here are proven ways for businesses and organizations to engage students via social media:

Meet Students on Their Preferred Social Platforms

A cornerstone of social media marketing: Go where your audience is. For college students, identify their top platforms, interests, and behaviors. Integrate these insights into your strategy. Explore this resource for detailed student social media usage stats.

Engage Organically: Like, Comment, and Tag

Beyond HappyValleyTalent.com, build genuine connections. Follow promising students, like and comment on their posts. This raises your brand's visibility. Use personal accounts to introduce yourself as the real owner or employee, tagging your business page. Humanizing your brand fosters lasting relationships.

Get Creative with Engagement Ideas

Autograph events draw crowds, but HappyValleyTalent.com enables diverse activations. Draw from these campaign ideas:

• Student-Promoted QR Codes. Create limited-use coupons via your POS system—e.g., 50 redemptions at $5 off each. Post the QR code on social for follower-driven traffic.
• Unboxing Videos. Ideal for retail: Send a product box for live social unboxing. Share the in-store experience online, as seen in recent Onward State examples adaptable for local businesses.
• Student-Starring Ads. Feature them in paid social campaigns—videos of enjoying your coffee or using your products. Leverage image recognition to excite audiences.
• Scavenger Hunts. Hide gift cards or clues promoted by the student. Spark community buzz and foot traffic.
• User-Generated Content Hashtags. Launch a branded hashtag; have students amplify it. Repost with credit using tools like Repost to fuel organic growth.

Leverage HappyValleyTalent.com resources: terms of use for businesses and students, alumni tools, and more.

About the Author

Ellen Matis, founder and CEO of Hello Social Co., leads a Bellefonte, PA-based social media agency serving clients nationwide. Their Focus on Local Approach drives business and regional economic growth. Access self-guided training via the Focus on Local Network + Learning Center.