Integrated Communications & Marketing Agency Request for Qualifications (RFQ)

POSTING DATE: August 14, 2020

CLOSING DATE: 5:00 p.m. PT on September 14, 2020


Proposers must meet the following minimum requirements:

  • Must have a physical office location in the County of Los Angeles.
  • Key staff located in the County of Los Angeles with the capacity to work from First 5 LA offices at least two days a week, as requested by First 5 LA. Note, in response to the COVID-19 pandemic, First 5 LA is operating as a remote organization with employees working remotely through December 31, 2020.

Please note that Proposers that do not meet the requirements above will not pass the first level of review (see Section VIII. Selection Process and Review Criteria of RFQ).


First 5 LA is seeking one agency to help build engagement, trust, and advocacy through strategic integrated communications and marketing. This includes development of data-driven, research-based creative concepts to maximize reach and engagement of target audiences and builds upon current and future public will building and behavior change campaigns and initiatives. The selected contractor must be able to provide strong earned media relations and public relations strategic insight and message development to reach target audiences, which are currently identified as California and L.A. County policy and decision-makers, parents and caregivers, the general public, community members and partners.

Additionally, the selected contractor should have knowledge and expertise in internal communications strategies that includes methods and processes for internal staff information sharing and engagement and have the capacity to design and lead media interview training sessions for First 5 LA executive team and staff. The selected contractor must also be able to work holistically with other First 5 LA agency and consultant partners to execute events, social media, creative campaigns, as well as other marketing projects.

Success is expected to be measured by reporting metrics, including but not limited to the following Key Performance Indicators (KPI): story placements (quality of coverage, sentiment/tone), earned traffic to the First 5 LA website (site visits, downloads), message resonance to target audiences, etc. The goal is to design insightful integrated communications and marketing campaigns that inform, educate and encourage target audiences to become champions for young children and their families, and influence changes in behavior and beliefs. Additionally, the selected agency should also have knowledge and familiarity of the California and L.A. County political, demographic, ethnic and cultural landscape.

This RFQ reflects the importance First 5 LA places on integrated communications and marketing as part of its communications strategies to advance the goals and results areas of the 2020-28 Strategic Plan.

Cover Letter – PDF
Integrated Communications & Marketing Agency RFQ – PDF


For Information Purposes

For Submission



Interested parties are highly encouraged to participate in the Information Session webinar at 1:00 p.m. PT on August 21, 2020 to learn more about the RFQ requirements. Please register for the webinar at:

After registering, you will receive a confirmation email containing information about joining the webinar.

A recording of the webinar and presentation deck will be posted in this section.


To ensure that all potential applicants receive the same information, questions and answers will be compiled and posted on this webpage. All questions and requests for additional information regarding this RFQ must be received before 5 p.m. PT on September 1, 2020 and answers will be posted on the website on September 8, 2020.

First 5 LA reserves the sole right to determine the timing and content of the responses to all questions and requests for additional information. First 5 LA may respond to individual inquires and then post replies to all questions by the posting date.



An application packet complete with required documents must be received by First 5 LA no later than 5:00 p.m. PT on September 14, 2020. Please review the RFQ’s Timeline for Selection Process to ensure availability during the proposal review activities.


To respond to this RFQ, please submit your proposal and all required documents through the online application system designated by First 5 LA by no later than 5:00 p.m. PT on September 14, 2020 by taking the following steps:

Step 1: Create a user account by clicking here.

Step 2: Once a user account has been created, click here to access the application.

Step 3: Once an application has been started, click here to modify and/or submit your application. Please do not create a new application once you have started your application.

For help with the online application click here.

Applicants must submit all required documents specified in the RFQ through this online form. It is highly recommended that you print a copy of your application for your records prior to clicking “Submit.” To do this, click “Printer-Friendly Version.” You should review the printed copy prior to submitting the application electronically. In addition, you should ensure that the attachments were successfully uploaded by reviewing the list of attachments included.

NOTE: Once the online application is submitted, proposers cannot make edits.


Please check this Funding Center webpage regularly for updates and addenda. First 5 LA has the right to amend this solicitation by written addendum. First 5 LA is responsible only for that which is expressly stated in the solicitation document and any authorized written addenda thereto. Such addenda shall be made available via the online funding center. Failure to address the requirements of such addendum may result in the proposal not being considered, at the sole discretion of First 5 LA. Addenda to this solicitation, if any, will be posted on this webpage. It is the responsibility of applicants to ensure, prior to submission, that their application reflects the most recent information and RFQ requirements.


All questions and requests for additional information regarding this RFQ must be submitted via email to Daisy Ortiz, Contract Compliance Officer, at [email protected].

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Online Application Instructions

Online Application Instructions

Step 1: Create a user account by clicking here. Step 2: Once a user account has been created, click here to access the application. Step 3: Once an application has been started, click here to modify and/or submit your application. Please do not create a new...