Bringing a university strategic plan to life is one thing. Getting students, faculty, staff, and community members to engage in the process is another. Where we would typically write a white paper and implement the plan at a leadership level, we pivoted to a call for ongoing conversation with our most important asset—our people. I led creative strategy, visioning, and platform development for a full marketing communications rollout and awareness campaign, robust website, sophisticated pitch decks, and an international roadshow event series featuring the president, star faculty, and inspiring students. We engaged with the university community on micro and macro scales with a call to action that encourages individuality, spirit, innovation, and grit. See more at boundless.rochester.edu