Carnegie Mellon University

The historic TCS gift announcement and groundbreaking

With Tata Consultancy Services (TCS) donating $35 million to fund TCS Hall, a new facility that will support education and cutting-edge research by CMU faculty and students, the university wanted to honor the gift and build momentum for the ambitious partnership it launched.

Reflecting the theme of the contribution, Marketing & Communications positioned the gift announcement event as a panel discussion focusing on the new era of collaboration between industry leaders and academia across the globe. A communications cascade was created to get the word out, ultimately utilizing almost all campus-wide communications platforms, including the cmu.edu homepage, social media channels and publications, as well as national media outlets.

Attendance for the event ballooned beyond expectations with national and local media, higher-education peers, venture capitalists, donors, students, live webcast viewers and government officials all having a presence. Most importantly, the event validated CMU as being central to a climate of growth and impactful partnerships in Pittsburgh and beyond.

Months after the gift announcement, trowel met mortar at the TCS Hall groundbreaking. In less than three weeks, the M&C Events and Creative teams conceptualized and produced an event game plan and high-quality materials to celebrate the day. Branded signage, apparel, video, props, staging and set pieces — including a wall of bricks assembled as the groundbreaking activity — culminated into a distinct and noteworthy production, raising the caliber of the event and successfully attracting more than 200 guests and high-profile figures.