Publicist & Public Relations Services RFP

Santa Monica, CA

Cayton Children’s Museum

Date Posted: 10/29/2025

I. Background

The Cayton Children’s Museum, located at Santa Monica Place, is one of Los Angeles’ leading cultural institutions dedicated to children’s learning, play, and community engagement. The museum is entering an ambitious new phase of expansion and civic leadership under President & CEO Thomas Sullivan, whose vision for the Cayton includes a 95,000+ sq ft transformation into a major Los Angeles landmark for children, families, and educators.

To support this next chapter, the museum seeks to partner with a marketing and communications firm experienced in executive thought leadership, media positioning, and storytelling for nonprofit and cultural leaders. The selected partner will help elevate the CEO’s presence across national media, civic forums, philanthropy networks, and key public stages, while reinforcing the museum’s mission of “Play for All.”

II. Objectives

The purpose of this engagement is to:

1. Position the Cayton Children’s Museum CEO as a leading voice in childhood development, community innovation, and civic leadership.

2. Develop and produce high-quality filmed interviews, keynote content, and editorial features that highlight the museum’s mission and impact.

3. Build a professional, credible social media presence (LinkedIn, YouTube, and other platforms as appropriate) that reflects institutional leadership rather than influencer culture.

4. Secure keynote and media opportunities, including potential TEDx, Aspen Ideas, Milken, SXSW EDU, and similar civic and philanthropic forums.

5. Integrate these efforts into the museum’s broader communications, fundraising, and partnership strategies.

III. Scope of Work

Proposals should address the following areas of service:

1. Strategy & Brand Development

   • Executive positioning strategy, message architecture, and voice definition. Coordination with the Cayton’s internal communications and advancement teams.

2. Media Relations & PR

   • Development of CEO media kit, bios, press materials.

   • Securing and managing press coverage in local and national outlets.

   • Ghostwriting and placement of op-eds and articles on relevant topics.

3. Speaking Engagements

   • Research, pitch, and booking of keynote, panel, and fireside opportunities.

   • Coaching and preparation for public speaking, interviews, and panels.

   • Collaboration with event producers for media partnerships.

4. Content Creation

   • Production of short and long-form filmed interviews and storytelling pieces (non-vlog style, professionally produced).

   • Scriptwriting, creative direction, and editing for digital and live presentation use.

   • Optional photography, brand design, and media asset management.

5. Social & Digital Presence

   • Management of professional platforms (LinkedIn, YouTube, etc.).

   • Scheduling, ghostwriting, and performance tracking.

   • Audience engagement strategies aligned with nonprofit and civic leadership norms.

IV. Qualifications

The ideal firm or consultant will demonstrate:

• Proven success representing nonprofit executives, cultural leaders, or public intellectuals.

• Track record in media placement, storytelling, and thought-leadership content.

• Ability to produce filmed interviews and keynote videos at broadcast or high-digital quality.

• Understanding of the Los Angeles and national philanthropic ecosystem.

• Excellent client communication, confidentiality, and alignment with nonprofit values.

V. Proposal Requirements Please include:

• Agency overview and relevant experience.

• Proposed approach and timeline (6–12 month engagement preferred). Examples of similar work (clients, campaigns, video links, or press placements).

• Team bios and designated account lead(s).

• Budget proposal, with clear deliverable-based or retainer pricing. References from comparable clients.

VI. Budget & Term

• Expected contract range: $2,500–$7,500 per month, depending on scope and services.

• Initial contract term: 6 months, with the option to renew annually.

• The Cayton Children’s Museum reserves the right to negotiate scope and pricing based on proposal quality and institutional needs.

VII. Submission

Proposals must be submitted electronically in PDF format by November 7, 2025 at 5pm to: tsullivan@caytonmuseum.org
Thomas Sullivan
President & CEO
Cayton Children’s Museum

Subject line: RFP – Executive Visibility & Thought Leadership Partner Questions may be directed to adewey@caytonmuseum.org by Nov 5, 2025

VIII. Evaluation Criteria

Proposals will be evaluated based on:

• Demonstrated expertise and portfolio quality

• Strategic alignment with Cayton’s mission and voice

• Clarity and creativity of proposed approach

• Cost-effectiveness and deliverable transparency

• References and client satisfaction