In 2019, WashU Chancellor Andrew Martin unveiled a plan to make WashU not only “in St. Louis,” but for and with St. Louis. This marked the beginning of a years-long project to deepen WashU’s ties and effectively communicate its impact in the community. Through surveying the St. Louis community in 2022, the university learned that while people generally had a positive impression of WashU, they were not aware of its work in and for the region. To increase visibility and impact, Chancellor Martin assembled a team to promote a positive perception of the university and build relationships with external stakeholders. This team collaborated with University Marketing and Communications to launch a local marketing campaign, “In St. Louis, For St. Louis.”