Request for Proposals (RFP)

The Central Arkansas Library System (CALS) is seeking proposals from qualified public relations and marketing agencies to advise and support the strategic communication efforts of the library. This agency would initially be focused on working with the communication department of the library on the grand reopening of the Main Library in September 2025. This milestone marks a significant moment for CALS and the community, and we aim to generate broad awareness, excitement, and engagement around the reopening. The scope of the agency’s work will likely extend beyond the grand reopening to support an ongoing awareness campaign and public relations issues.

We welcome agencies to provide strategic recommendations, proposed timelines, and budgets based on their expertise.

Request For Proposals PDF

Background and Key Personnel

MAIN LIBRARY

The Central Arkansas Library System has embarked on a significant renovation of its Main Library, located at 100 Rock Street in downtown Little Rock. Originally opened in 1997 in the historic Fones Building, this marks the first major overhaul of the facility since its inception. The renovation project commenced with the library’s temporary closure on September 1, 2023.

The planned improvements will modernize the library’s infrastructure and services to better meet the community’s evolving needs, transforming the Main Library into a more welcoming and functional space for patrons of all ages. Construction is expected to be completed in June, giving staff time to prepare for the grand reopening in September.

During the renovation period, core library services have been temporarily relocated to the nearby Roberts Library at 401 President Clinton Avenue, ensuring uninterrupted access for patrons.

CALS TEAM

The CALS Communications team includes seven staff members: Tameka Lee, Chief Communications and Engagement Officer; Brant Collins, Content Creator; LaReina Fuentes-Cook, PR Specialist; Jeff Matika, Web Designer; and Community Engagement Coordinators Maria Aguilar and Jessica McDaniel. The team also has a vacant PR Specialist position focused on social media, which we anticipate filling during the RFP review process.

Additional staff involved in the project include Nate Coulter, Executive Director; Kate Matthews, Deputy Executive Director; Eliza Borne, Chief Development Officer; Gonzalo Hernandez, Director of Facilities; Ellen Samples, Director of Programming; and Jo Spencer, Chief Financial Officer.

Project Goals

  • Develop and execute a comprehensive PR and marketing strategy to promote the reopening of the Main Library.
  • Generate media coverage and public awareness about the new and enhanced library spaces, services, and programs.
  • Engage the community through strategic messaging, digital marketing, and storytelling.
  • Position the library as an essential resource for lifelong learning, creativity, and civic engagement.

Scope of Work

Proposals should outline recommended strategies and approaches, which may include:

  • Media Relations: Press releases, media pitching, and securing earned media coverage.
  • Digital Marketing: Social media strategy, content creation, and paid digital advertising recommendations.
  • Community Engagement: Outreach strategies to connect with key audiences.
  • Creative Campaign Development: Messaging, branding, and promotional material design.
  • Event Promotion: Strategies to maximize attendance and media presence at the grand reopening.
  • Measurement & Reporting: Suggested KPIs to track campaign effectiveness.

Proposal Requirements

Interested agencies should submit a proposal including:

  1. Approach & Strategy: Your recommended approach for promoting the reopening, including key phases of the campaign.
  2. Estimated Timeline: How long you anticipate the project should run, including any post- reopening awareness efforts.
  3. Budget Proposal: Cost estimates based on your suggested scope, including breakdowns for different levels of engagement.
  4. Experience & Relevant Work: Examples of past projects demonstrating expertise in public relations, marketing, and community engagement.
  5. Team & Capabilities: Key personnel who will be involved in the project.

Submission Details

  • Deadline for Proposals: Submissions will be accepted through 5:00 p.m. on Friday, March 21, 2025.
  • Submission: Proposals should be submitted via email to communications@cals.org.
  • Questions/Inquiries: Contact Tameka Lee at tlee@cals.org for any clarifications.

CALS encourages creative and flexible proposals that reflect the dynamic nature of library services and our commitment to public engagement.