Carnegie Mellon University

Promoting CMU’s arts with new strategic partnership

When the university’s School of Drama started planning its 100-year anniversary, it was time to do something big, both to celebrate the anniversary and to increase the visibility of CMU’s award-winning arts programs.

Knowing that dozens of CMU graduates have gone on to win theater’s highest honor, a partnership with the Tony Awards was a natural fit. After the Tony Awards agreed to this unique collaboration, a joint team consisting of the College of Fine Arts, The School of Drama, the Tony Awards and Marketing & Communications developed a marketing plan targeted at theatre enthusiasts and arts-centric audiences. A new Excellence in Theatre Education Award was also created for the program.

Promoting the partnership, as well as the award, was a team effort with help from nearly every staff member. It paid off. After nationally televised commercials, on-air “Carnegie Mellon University” mentions, hundreds of social media posts around the globe, VIP events, a website touting our CMU alumni nominees and winners, numerous press communications and much more, the program offered a national audience a whole new window into CMU.

Success by the numbers

9.3 million

Twitter impressions


print, online and broadcast stories from The Huffington Post, USA Today, Broadway World and more


branded media mentions