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 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.

Learn more about the areas of expertise we used with this project:

Executive Communications External Partnerships Graphic Design Media Relations Photography Storytelling Video