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Requests for Proposals


RFP for Brand Identity and Marketing and Communication Strategy

for the Cheech Marin Center for Chicano Art & Culture of the Riverside Art Museum

Proposals due Friday, May 21, 2021

Email to 


This project is a once-in-a-lifetime opportunity to be involved in the launch of “The Cheech”, described by Cheech Marin himself as the world-wide home for “Chicano art and culture from the barrio to the Bay, cholos to Cesar Chavez, pre-Columbian to modern murals.”

A public-private partnership between the Riverside Art Museum (RAM), Cheech Marin, and the City of Riverside, The Cheech Marin Center for Chicano Art & Culture of the Riverside Art Museum is slated to open later this year or early 2022.

The Cheech will feature Marin’s preeminent collection of Chicano art, which has been featured in over a dozen exhibitions produced and shown at more than 50 museums in the U.S. and Europe, including the Smithsonian, LACMA, and the de Young Museum in San Francisco. The list of Chicano artists in Cheech’s collection include the likes of Carlos Almaraz, Chaz Bojórquez, Pablo Andres Cristi, Einar and Jamex de la Torre, Gaspar Enríquez, Margaret García, CiCi Segura González, Raul Guerrero, Gronk, Wayne Alaniz Healy, Adán Hernández, Leo Limón, Gilbert “Magu” Luján, César A. Martínez, Frank Romero, Ricardo Ruiz, Eloy Torrez, John Valadez, Patssi Valdez, Jaime “Germs“ Zacarias, and Vincent Valdez.

Art education and visitor engagement for all ages will be at the core of The Cheech, just as it is at RAM, led by an award-winning art education and community engagement department that will work with local school districts and five local colleges and universities so students and faculty can learn about and do research on the finest private collection of Chicano art in the U.S.

For more than half a century, RAM has been the place in Inland Southern California where families and friends come to be engaged and be inspired by visual art. Housed in a 1929 Julia Morgan YWCA landmark treasure, we steward the art and stories of our community and build public value through our mission-driven work.

An institution with a long history of award-winning education programs (we have twice been awarded the California Superintendent’s Award for Excellence in Museum Education), relevant and exciting new exhibitions that are garnering impressive press coverage and record-breaking attendance, and art engagement both inside and outside museum walls, RAM brings a commitment to excellence, a history of success, and an exuberant and radical hospitality as it welcomes one and all to The Cheech.


Under a tight deadline in 2017 to launch a visual identity to announce the project and to create fund development marketing material, RAM worked with an artist and a designer to create a logo, simple style guide, and other design material for The Cheech. RAM also launched a website (, social media accounts, and an e-newsletter. This work built upon the voice of Cheech Marin, considered previous exhibitions featuring Cheech’s collection, and incorporated RAM’s own brand aspirations: “social, welcoming, authentic, exuding radical hospitality” with “deep roots, a tradition of excellence—authentic, down-to-earth, earnest, hardworking, & friendly—always looking to improve, innovate, experiment.”

Now as The Cheech is preparing to open to the public, a deeper understanding of The Cheech brand is required with a fuller style guide, as well as a marketing and communication strategy that takes us not only to the opening of The Cheech but through the first few years of its operations. Importantly, as The Cheech is a public-private partnership and has a strong groundswell of community support, the Marketing and Communications Plan should include facilitation of cooperative, synergistic marketing efforts anchored in community partnerships with a broad-based stakeholder group for a successful launch of The Cheech.

Contractor will work in high collaboration with RAM Marketing Committee (which includes RAM board, advisors, and staff), Cheech Marin’s team, and the City of Riverside representatives to help identify target groups on the local, state, and national level, as well as strategies and tactics.

Desired successful outcomes of this work include refinement and build out of existing brand concepts and collateral for The Cheech, a marketing and communications plan, strategy, and any necessary collateral to garner: positive nation-wide press coverage; a cooperative marketing effort on behalf of The Cheech by all partners and stakeholders; high admission numbers for the opening events, sustained into the future; and high engagement in future events, classes, and dialogue on our social media accounts.

For more information about The Cheech, visit, about the Riverside Art Museum, visit, about Cheech Marin, visit, and about the City of Riverside, visit

Scope of Services

  • Part 1: Brand refinement and build out of existing brand concepts and collateral for The Cheech

    • Brand development and research that includes:

      • Brand audit review;

      • Discovery/research to understand unique position (e.g., how The Cheech [co]exists under the umbrella of RAM, the public-private partnership, Marin’s celebrity, the artwork itself, etc.);

    • Both short-term and long-term brand strategy that includes timeline;

    • Brand identity including verbal and visual systems;

    • Refinement of existing brand elements;

    • Style guide incorporating these systems and identifying core elements of the brand, e.g., logos, color, voice, typography, illustration, photography;

    • Corresponding graphic files in formats as needed; and

    • Brand-in-action templates for social media, email, website, PowerPoint, events, business cards, ads, etc.

  • Part 2: Marketing and Communications Strategy

    • Marketing and communication strategy and research that includes:

      • Audit to review and analyze existing communication strategies and tactics;

      • Complete market research to gain insight into organization requirements and audience for effective communication and engagement (this may be combined with the Brand Discovery/Research component); this includes researching the needs of strategic partners as it relates to The Cheech for creating collective marketing plan and articulating goals of the campaign;

      • Identify target audiences on the local, state, and national level;

    • Create holistic yet realistic marketing and communications plan that would touch target audiences on the local, state, national level, utilizing social media, print, advertising, digital advertising, etc., as appropriate; marketing plan will include budget and timeline, including assigning responsibilities; marketing plan will also include success metrics;

    • Meet with RAM Marketing Committee, Cheech Marin’s team, and City of Riverside to identify goals, scope, and members of the Marketing Collective, which has the purpose to participate in a collective marketing plan to promote the opening of The Cheech;

    • Coordinate Marketing Collective meetings, inviting and confirming participation, and drafting agenda;

    • Facilitate Marketing Collective meetings, leading conversations to cull information to ultimately create marketing plan with agreed-upon goals and metrics;

    • Coordinate production of and execute aspects of marketing plan with high-level coordination with RAM staff, which may also include lining up and recommending vendors to execute on strategy; and

    • Regularly create content for social media for The Cheech through May 2022, in an effort to understand base of supporters and to test messaging.

Desired qualifications of respondent:

  • Deep understanding of Chicano/a art and culture;

  • Deep understanding of current issues and opportunities within the museum field;

  • Previous art marketing experience or experience working with museums;

  • Demonstrated success building and refining a brand and launching an opening campaign;

  • Five or more years of progressive experience in marketing work;

  • Demonstrated ability to conduct original marketing research, to write clearly and in accessible language, and to communicate effectively to diverse audiences;

  • Strong knowledge of social media strategies and analytics;

  • Bilingual English-Spanish; and

  • Demonstrated cultural competence and dedication to diversity, inclusion, access, and equity.

To apply: Interested parties should submit a proposal to by May 21, 2021. The proposal should include the following:

  • Name and address of respondent;

  • Overview of respondent’s company or partners including its size, years in existence, associates/employees/contractors;

  • Statement of qualifications outlining of the respondent’s experience in the areas listed in this RFP;

  • Who will be working on this project;

  • References;

  • Detailed description of service provided;

  • Fee; and

  • Timeline.