The University of Rochester is at the cutting edge of critical research, discovery, learning, scholarship, and creative work. Looking ahead, the University aims to make a powerful impact on local and global communities by investing in the areas of basic, applied, and translational research and creative work to ensure the University is best positioned to contribute to society in meaningful ways. The plan’s areas of distinction were selected based on analysis of those areas most likely to extend Rochester’s strengths, differentiation, and overall distinction as a university. Critically, the University will also invest in effectively telling the story of the impact we make on higher education, research, and health care. Each goal has associated tactics that will strengthen our reputation in these areas.