This fall, Onward NRV launched the NRV Brand Ambassador Pilot Program, an initiative that engages college students as advocates for the region through peer-to-peer outreach on college and university campuses. Designed to help students discover the opportunities available throughout Virginia’s New River Valley, the pilot is currently being implemented at Radford University.
Through campus outreach, social media engagement, and student-to-student conversations, Brand Ambassadors will help introduce their peers to the New River Valley by sharing resources, opportunities, and experiences that encourage students to become more connected to the region they currently call home.
To build awareness of the initiative and recruit future ambassadors, Rachel Johnson, Director of Marketing for Onward NRV, recently presented the program to the Davis College Fellows, a leadership and academic excellence program within the Radford University Davis College of Business and Economics.
The program’s founding cohort consists of two Radford University students who participated in the 2026 NRV Experience. As Founding Ambassadors, they will play a key role in shaping the future of the program by providing feedback, participating in campus outreach efforts, and sharing their experiences with fellow students. As a pilot initiative, the program will allow Onward NRV to evaluate how student-led engagement can support broader talent attraction and awareness efforts across the region. The insights gained will help inform future growth and expansion as Onward NRV continues strengthening connections between students, employers, and communities throughout the New River Valley.
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Virginia’s New River Valley: Virginia’s New River Valley is an eclectic mix of interconnected small towns that each offer their own unique vibe and appeal. The region provides an abundance of cultural and social offerings due to the presence of three world-class universities, while retaining the charm and benefits of small-town living. The NRV is home to a diverse and innovative business community with companies that range from high-tech startups to foreign-based corporations to specialty agribusiness. These organizations benefit from the collaborative spirit of our region and a loyal, highly-skilled, and educated workforce. The scenic beauty of the region also fosters a deep connection to nature, which is deepened by access to outdoor recreation and the preservation of our natural environment. It’s clear why Virginia’s New River Valley is “A Natural Fit.”
Onward NRV: Onward NRV is a public/private, regional economic development organization whose mission is to attract and retain world-class jobs, investment, and talent in Virginia’s New River Valley. It’s also a movement where leaders from business, government, and higher education work together to promote the economic vitality of the region.
