REQUEST FOR PROPOSAL:

375 Totten Pond Road, Suite 400

Waltham, Massachusetts 02451
Phone: (781) 894 5330

Mariel Larmand
Writing for Public Relations
Beth Parent
October 2015

Director of International Adoptions

Located in Waltham, Massachusetts is the Wide Horizons for Children Agency. Sarah Mraz, the
Director of International Adoptions, oversees a staff who work closely with parents and families
who wish to adopt internationally. As well as working with families who are interested in
international adoption, she works with the organizations stakeholders, consults and the
embassies in countries where WHFC partners with. In addition, Sarah develops new programs to
improve the welfare of children across the globe.
The organizations overall mission is dedicated to the well-being and security of vulnerable
orphaned children worldwide. WHFC follows through on their mission by:

Strengthening families to improve their ability to care for their children

Improve outcomes for children living outside of parental care

Place children with loving, adoptive families

Supporting birth parents, adoptive parents and children throughout their lives

Research and Competitors

Being a nonprofit organization there are limited to no competitors. The agency collaborates with
other agencies around the area, frequently doing referrals for families before a family settles on
them. Sarah expressed how there is little competition with other agencies but there are
difficulties when looking at medicine advancement, as well as regulated laws in some countries.
With the advancement of medicine and technology, there are fertility treatments that allow
couples to conceive, lowering the statistics of international adoptions.
There are political reasons that are seen as a challenge for WHFC such as Countries are pulling
back sending children to another country to be raised. China for instance the one child law was
so severe and strict; parents were forced to give up their children. Recently China took away the
One Child Law, relaxing the law and giving parents the ability to raise their children in their own
country, without sending them to the United States to be raised. There are still some children
that come out of China who are special needs based, and their parents cannot take care of them,
resulting being placed into families in the United States.

Currently, WHFC stakeholders include: Department of State, Department of Child Services,

working with embassies in the countries that the organization is partnered with, staff of WHFC
and partners within the United States, and parents and families. Taking the stance on social
media and marketing Wide Horizons has accounts on: Facebook, Twitter, and LinkedIn. Their
Facebook page is the most active out of all the accounts, with Twitter and LinkedIn mostly
inactive for the most part. There are three main messages that WHFC conveys to the public and
they are:

Our adoption program not only international, but domestic, private and public are
looking for more applications needed for our China program, Philippines, and the
USA

The need of donors to support our aid program we fundraise for orphan care and
prevention project How can we make their life better? We run a granny program
where mothers whose children are grown up, mentor and spend time with the children
in orphanages. Giving the children a relationship that is on a more personal intimate
level. The more funding, the bigger the success.

Subsidiary cost of adoption Which regulates adoption and to prevent child

trafficking. There are many forms, regulations to abide by specifically in China. For
families that are interested in the China program we offer a $5,000 start up for them.

Wide Horizons for Children is a nonprofit adoption agency that caters toward the orphaned
children worldwide, and doing whatever they can to improve the lives of these children, and
finding them permanent and loving homes they all deserve. The agency has a strong mission of
advocating the importance of adoption, and spreading awareness to their community, but lack in
having a presence regarding social media and their activity on their social media accounts. This
RFP serves as a template of where this agency is now currently, and where it could be after these
recommendations.

Media Kit
I.

Agency Backgrounder

Wide Horizons for Children is a nonprofit adoption agency that advocates and helps children find
loving and permanent homes. The agency has placed close to 13,000 children from 60 countries
into adoptive families around the United States since the 1970s. WHFC social workers work
closely with the adoptive families to make sure the transition of bringing in a new child into a
home goes smoothly. WHFC was one of first agencies in the US to be awarded with the
accreditation from The Hague Convention whose goals are outlined to protect children, birth
parents and adoptive parents from illegal and unethical adoption practices.

Mission & Philosophy

In the 1970s, a group of compassionate individuals came together to work on better the life of
those children who struggle with starvation and being abandoned. WHFC is one of the few
organizations who focus on new strategies to fix and stabilize the lack of permanent family
placement can affect a child and how their future may be.
We understand the importance of welfare and the well-being of children, and that is the number
one priority. We work with birth families and their communities to take care of their children. We
have provided nearly $15 million to get these vulnerable families become more stable and have a
stronger support system. WHFC had the opportunity to help place 13,000 children into permanent
and loving homes. We continue to work beside families and supporting all members of the
adoption process before, during and after.

Programs within WHFC

There are a wide range of programs offered through WHFC not only limited to parents and
families but also programs that help and advocate for children in countries where WHFC is
partnered with. Some of the programs include:

Orphan Prevention & Child Sponsorship (Healthcare, Community Development)

Adoption Programs & Support (Financing the adoption process, programs and affiliated
partnered agencies, Counseling, Coaching and Consultation)

Pregnancy Counseling
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II.

Fact Sheet

Since 1974 WHFC has donated $25 million for international aid, and has contributed
into placing 13,000 children from 60 countries with adoptive families within the
United States.

Largest adoption agency in the Northeast. WHFC works with trusted partners around
the world offering long lasting adoption programs in: Asia, Africa, Latin America and
the United States.

A special commitment to children who are in immediate to be placed into a family.

Including young and older children who have special needs, and disabilities. Our
generous donors help out and understand the issue of financing for families who want
to welcome these children into their homes.

Wide Horizons a child welfare agency whose mission is dedicated to the wellbeing
and the security of the unfortunate orphaned children around the world. The WHFC
headquarters is located outside of Boston in Waltham, Massachusetts

The orphan prevention program involves: health care services, community

development, and child sponsorship and family empowerment programs. We work
with communities who need help strengthening the care and services for these
children in need.

WHFC is a nonprofit organization whose mission is to help vulnerable and orphaned

children around the world and improve the welfare and well-being of these children,
as they grow older.

One of the aid programs that we run is a granny program. Where we give a stipend to
women who go to these institutions to hold and spend time with these children.
Giving these children a more intimate relationship and undivided attention for a
period of time.

III.

Boiler plate

About Wide Horizons for Children

In the 1970s a group of compassionate individuals came together to work with starving and
neglected children in Saigon. Since then, Wide Horizons for Children has worked in sixty
countries and is dedicated to working with vulnerable children and advocating for improving the
welfare of children and wellbeing around the world. With the trusted partners WHFC has
gained, they abide by the laws and regulations that are stated in each country using the best
practices to care for the children when needed. WHFC speaks out about the issue of stability and
family conflict can affect a childs development and their future. The agency continuously
focuses on ways to improve the lack of stability that these children endure, and placing these
children into permanent homes.

Social Media Audit

Platform

Name

Facebook Wide Horizons for

Children
Twitter
LinkedIn

@WHFCAdoption

URL

Followers/Likes

https://www.facebook.com/widehorizons

2,568

https://www.twitter.com/whfcadoption

533 Followers
91 Following
Not present

Wide Horizons for https://www.linkedin.com/company/wideChildren

horizons-for-children

Posting
Frequency
Daily
2 months
2 months

The agency would benefit on updating each channel with recent information regarding contact
information, hours, and a brief overview of the company and their mission. Wide Horizons for
Children has a weak presence on social media platforms and is not very active when it comes to posts
and sharing on their accounts. WHFC has accounts on Facebook, Twitter and LinkedIn. Their
Facebook account is the most active page where they have reviews, photos and irregular posting of
updates that are happening within their community. Their twitter account is not active at all, with
their last post dating back to August 2015. As for their page on LinkedIn it does not have a strong
presence at all regarding posts and company information.

Improving Activity and Traffic on Social Media Accounts

WHFC has a handful of useful and sharable information for families that are interested, and families
who have worked with WHFC in the past, and would like to hear whats happening within WHFC
regularly. The missing part is utilizing the information they have and presenting it to the community
in an effective manner. Wide Horizons struggles to find a proactive way to reach out to the families
they have done work with in the past. Using effective strategies such as a schedule for more regulated
posting, and being more active with families and integrating that with their social media platforms
will give them the boost they need to gain a stronger presence in the social media world. As of right
now, WHFC does not have an Instagram account. Opening an Instagram account will allow WHFC
community, families and donors to see photos within the agency, and photos from partnered
programs around the world.

Social Media Platform

Facebook

Twitter

LinkedIn

ADD Instagram (@WHFCAdoption)

Ways to Improve:
Regulated posting personally thanking families
for using WHFC. Reach out to families and
see how theyre doing. Post photos of staff,
families, and children that have come through
the agency. Share Success stories, and personal
experiences.
(4-5 posts a week)
Tweet daily Regulated updates about the
agency, as well as links to current news and
events happening within the agency and
partnered programs throughout the world. (2-3
tweets daily)
Blog Posts On the Company Profile on
LinkedIn involving: Recent news, statistics
and events going on within WHFC. As well as
listing contact information and the hours of
operation. (Twice a week)
Sharing Photos/Videos Posting videos of
families and their children, photos of the
agency and staff, upcoming events,
fundraisers. Photos from donors and sponsors,
and photos from partnered programs around
the world. Video clips of events, brief
messages and announcements of WHFC staff
reporting out to the public.
(+4 posts/weekly)

Editorial Calendar
November 13th-19th, 2016

Facebook:
Date: 11/13/16 Published at 8am

Post: Each year, November is celebrated as

National Adoption Month, recognizing
individuals and families whose lives were
brightened through adoption. Throughout
November, well be celebrating adoptive
families, foster families, children who were
adopted in the past, and children who are
currently waiting to be adopted with events,
and fundraisers to bring awareness of
adoption to families and parents alike.

Date: 11/15/16 Published at 10am

Event: Hello everyone! With the holiday

season coming up faster than we know, we
have come with a fundraising campaign that
spreads the awareness of vulnerable children
worldwide, and at the same time giving
these children the joy of the holiday spirit.
The home office of WHFC in Waltham, MA
and regional branches of WHFC are doing,
The Gift of Giving accepting donations of
toys and clothes for the children in our
Sponsor a Child Program that are located all
around the world. Children will be able to
open presents come Christmas day
bringing a little bit of joy and spirit into the
holidays

Date: 11/17/16 Published at noon

Donations will be going on from November

16th to December 16th visit our website at:
https://www.whfc.org/ to check out the
program and choose a sponsored child!
Event: WHFC is hosting the first of many
parties to celebrate National Adoption Day
9

on the 21st. The home office in Waltham,

MA and a group of volunteers is hosting a
party in honor of National Adoption Day.
The event is open to families, past and
current who went through WHFC for
adoption.
There will be provided, but feel welcome to
bring a plate of food for donations! The day
will be filled with games, and families who
have the chance to meet new parents, and
catch up with families and friends they
havent seen in a long time.
Parking is free, and donations are accepted!
The party will be going on from 11am-3:
30pm. Look out for more detailed
information the next few days!
Date: 11/19/16

Post- Being a sponsor for a child in our

program you will be able to see the change
and the lasting impact on these children.
With updates and photos, you will be to see
for yourself that an act of kindness can have
a lasting impact
Choose which child youd like to sponsor
from: Ethiopia, Guatemala, India, Moldova
and the Philippines
For more information visit:
https://www.whfc.org/sponsor-a-child.html

10

Twitter:
Date: 11/13/16

Date: 11/14/16

Date: 11/15/16

Date: 11/16/16

Date: 11/17/16

@WHFCAdoption: Thank you to our

donors and sponsors, without your help
our programs would not be running as
smoothly!
@WHFCAdoption: We want to hear
your success stories with us! Share your
favorite memory working with WHFC
Family comes in all shapes and sizes, it
is a beautiful thing.
Currently seeking qualified adoptive
families for children: Burundi,
Colombia. Philippines & South Korea.
Read more http://bit.ly/1QeXodL

(Post goes with photo) How do you

think programs could implement and
push awareness of adoption?
Thinking of Sponsoring a Child? Check
out more info here:
http://bit.ly/1lYFSgE
Launching Instagram
campaign #ChangingLivesWHFC story
told by & created by former and current
families tag us & share your success
stories
Quote of the day: "My family is
blended and diverse, nutty, and loving
and understanding. Thats a family."
Sandra Bullock #lifeisbeautiful
Common FAQs from prospective
parents get answered:
http://1.usa.gov/1Y82k8N
Get Involved w. National Adoption
Day take part in volunteering,
becoming an advocate or create events!
More here: http://bit.ly/1O3FWZe

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Date: 11/18/16

Date: 11/19/16

Last Nov. President Obama shares his

view on the awareness of this month,
read here: http://bit.ly/1GZQl4Y
Happy National Adoption month!
Quote of the day: There are no
unwanted children. Just unfound
families National Adoption Center
Common myths set straight involving
adoption (photo attached)
Quote of the Day: The day an
adoption is finalized is one families
never forget. The National
Adoption Day Coalition

Instagram:
Date: 11/14/16

Post: We are launching

#ChangingLivesWHFC an Instagram
campaign made by and told by past and
current adoptees throughout the month of
November. Parents, children and all
other individuals who were part of Wide
Horizons adoption process. We would
love to hear your success stories, and
how your lives are doing now. Post your
success stories on your Instagram with
#ChangingLivesWHFC

Date: 11/15/16

Post: Adoptive mother, Jennifer Zeuli

shares her story on how she came to
adopting Cordelia, a young girl from
China who has down syndrome. We
love to hear first-hand on how adoption
12

has changed lives for the better. Please

share your stories and experiences that
you have gone through WHFC! We
would love to see how these families are
doing!

Date: 11/16/16

Post: Quote of the day. Family is the

most precious thing in life, and
something that everyone should hold
close to. There is nothing better than
having a loving and supportive family.

Date: 11/17/16

November is the month dedicated to

children and families who went through
the adoption process. Its a month of
celebration and honor. We want to hear
from past and current families that have
worked with WHFC and see how their
doing today. Share us your success
stories #changinglives and tag us on your
posts!

Date: 11/18/16

Post: Please follow us on Twitter for the

most recent updates and news that are
going on within Wide Horizons for
Children, our partners and our
community.

Date: 11/19/16

Thinking of volunteering? You have the

options of helping out at one of
fundraising events! If you have ideas or
would like sponsor and host an event you
13

can get in touch with: Stephanie Creutz

at 800-729-5330, ext. 1323

LinkedIn:
Date: 11/19/16

Blog Post There are many ways people

perceive what adoption entails. The
process, why its done, and the history of
the adoptee and their families. Adoption
is a gift, placing a child in a permanent
and loving home they deserve and the
parents welcoming in a new child into
their family. Children in foster care, or in
an orphanage all deserve to live a happy
life regardless of their past home life. A
common misconception of foster kids is
that they are known to be troubled kids,
and have a record. Taken from National
Foster Care Adoption Attitudes Survey
state, Children enter the US foster care
through no fault of their own. Usually
they are the victims of neglect,
abandonment or abuse. Once a birth
parent surrenders their rights, and gives
their child up for adoption. The childs
new parents are in full custody and are
the legal guardians and parents of the
child.

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November 20th-26th, 2016

Facebook:
Date: 11/20/16

Post/Event Reminder Tomorrow come on

down to Prospect Hill Park, 314 Totten
Pond Road in Waltham from 10am-3: 30
and enjoy a day filled with games, and the
chance to meet and greet new families and
parents, and catch up with friends! There
will be food provided, and donations are
generously accepted! Free food, a day filled
with fun and games; on a perfect fall day
what could be better? Our photographer will
be taking photos of the party throughout the
day; photos will be coming soon later this
week. Thank you everyone!

Date: 11/21/16

Post: In honor of National Adoption Month

this November. Last year the Senate has
just recently passed November 21st as
National Adoption Day! In celebration,
post your family photos with a favorite
memory with the trending
#nationaladoptiondayWHFC

Date: 11/22/16
Post: Dont forget, the home office of
WHFC in Waltham, MA and regional
branches of WHFC are doing, The Gift of
Giving accepting donations of toys and
clothes for the children in our Sponsor a
Child Program that are located all around
the world. Children will be able to open
presents come Christmas day bringing a
little bit of joy and spirit into the holidays
Donations will be going on from November
16th to December 16th visit our website at:
https://www.whfc.org/ to check out the
program and choose a sponsored child!

15

Date: 11/23/16

Post- Register today for an online Adoption

Info Session happening Dec. 9th from 12pm1pm register here: http://ow.ly/Vx7Ie

Twitter:
Date: 11/20/16

Date: 11/21/16

Date: 11/22/16

Date: 11/23/16

Tomorrow come down to Prospect Hill

Park and celebrate with us in honor of
National Adoption Day!
Dont forget the agency is hosting a
fundraiser to send children toys for
Christmas! Donations are accepted at the
home office.
Check out our Instagram
@WHFCAdoption and see our photos
from our National Adoption Day
Celebration!
In celebration of National Adoption Day
(photo)
Thinking of volunteering or would like to
help at a fundraiser? Contact Stephanie
Creutz at 800-729-5330, ext. 1323
Register for upcoming adoption
informational seminars here:
http://ow.ly/Vx7Ie
Hogar Luz de Maria sends us a cheerful
Happy Thanksgiving!
http://on.fb.me/1SQ3wXv

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Date: 11/24/16

Date: 11/25/16

Date: 11/26/16

Check out our Giving Catalog services of

programs that help care for children and
orphanages. Visit
https://goo.gl/wXxmSA
Read '43 Ways Everyone Can Celebrate
National Adoption Month:
http://bit.ly/1Z6ElE3
Watch National Adoption Recruitment
Campaign a partnership of AdoptUSKids
PSA promoting adoption and awareness
here: http://bit.ly/1P1zMWA
Thinking of hosting an Adoption Shower,
here are some great ideas!
http://bit.ly/1NOja5V
We look back to a couple who gave the
best of all to their foster children last
December: http://on.today.com/1Q7TSC8
#GivingThanks
Cant adopt? Help another family adopt by
donating to our subsidy fund at:
http://bit.ly/1jX0swx
Check out our orphan care projects that
help and support orphanages in our
partnered programs here:
http://bit.ly/1jX0swx

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Instagram:
Date: 11/20/16

Event Reminder Tomorrow:

Our home office in Waltham, MA and a group of
volunteers are hosting a party in honor of National
Adoption Day. The event is open to families, past
and current who went through WHFC for adoption.
A day filled with food, games, and families who
have the chance to meet new parents, and catch up
with families and friends they havent seen in a
long time. Parking is free, and donations are
accepted! The party will be going on from 11am-3:
30pm.

Date: 11/21/16

Post: In honor of National Adoption Month this

November. Last year the Senate has just recently
passed November 21st as National Adoption Day!
In celebration, post your family photos with a
favorite memory with the trending
#nationaladoptiondayWHFC

Date: 11/22/16

Post What are some effective ways to promote

and spread awareness of adoption? Are there any
ideas you can think of?

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Date: 11/23/16

Post Happy Holidays from WHFC! Thinking of

Giving Back? Visit our page and take a look at our
Giving Catalog! The Giving Catalog features
services and funding for children in categories of:
Help Care for a Child, Give a Child Hope,
Keeping a Child Healthy, Helping Children to be
placed in families.

Date: 11/24/16

Post Just in time for Thanksgiving, children at

Hogar Luz de Maria shows that its important to
be grateful for this holiday season! Happy
Thanksgiving everyone, and friends and family
near and far!

http://on.fb.me/1SQ3wXv

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LinkedIn:
Date: 11/21/16

Blog Post: The Month of November is

National Adoption Awareness Month.
Last year, the senate passed National
Adoption Day to be on November 21st.
Adoption brings in endless possibilities
for families and children alike. Being a
nonprofit adoption agency, we take in
great pride of what we do and the services
we provide to families. We are blessed to
reunite parents and children together.
Family is everything, big or small.
Considering adopting? Finding an agency
that is suitable for your needs is one of the
most important steps for adoption. For
more information on WHFC and the
adoption programs we have currently
please visit: whfc.org

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FOR IMMEDIATE RELEASE

November 21st 2016

The Joys of National Adoption Day

Waltham, MA Throughout the month of November there are a number of events, fundraisers
and campaigns that advocate, promote and spread awareness of adoption. Last fall the senate
passed a resolution that November 21st is National Adoption Day. As November being the
official month of adoption awareness families, parents and kids are able to celebrate the joys of
adoptions the entire month.
National Adoption Day is a day dedicated to raise awareness of more than 100,000 children in
foster care looking to find permanent and loving homes. Communities, supporters and families
celebrate the day every Saturday before Thanksgiving. This year Wide Horizons for Children is
hosting one of their biggest informational webinars for current and prospective families who are
interested in adopting children from Wide Horizons partnered programs around the world.
Wide Horizons for Children are currently seeking qualified adoptive parents and families for
children who are waiting for adoption in: Burundi, China, Colombia, The Philippines, South
Korea and families and prospective parents for the USA private adoption program at WHFC.
Our mission here at WHFC is to place children into loving and adoptive families, says Sarah
Mraz, Director of International Adoptions at Wide Horizons.
For those who cant adopt or would like to help out a sponsored child through one of the
partnered programs visit: www.whfc.org for additional information and to sign up for the
webinars visit: http://ow.ly/Vx7Ie
###
About Wide Horizons for Children
In the 1970s, a group of compassionate individuals came together to work on bettering the life of
those children who struggle with starvation and being abandoned. Wide Horizons for Children is
a nonprofit agency that advocates and helps children find permanent and loving families. Since
the 1970s WHFC has placed 13,000 children from sixty countries into permanent homes in the
United States. WHFC social workers work closely with the adoptive families to make sure the
transition of bringing in a new child into a home goes smoothly. WHFC became one of first
agencies in the United States to be awarded with the accreditation from The Hague Convention
whose goals were outlined to protect children, birth parents and adoptive parents from illegal and
unethical adoption practices.
Contact: Mariel Larmand Director of Public Relations | Wide Horizons for Children, Waltham,
MA | Phone: (781) 894 5330 | Email: mlarmand@WHFC.org
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III.

Pitch
To: Patricia Wen, Reporter on Social Services, Family and Health Issues
Subject Line: Expanding Families from Near and Far

Good morning,
Hi Patricia, I hope you are doing well, and enjoying the fall season. Your article, A
Look at Bella before she was a Baby Doe shows the issues of drug abuse and the result
of it on the young girl Bella Bond. In the wake of the upcoming holiday season,
spending time with family and loved ones are one of the most scared and important
things in the season.
Wide Horizons for Children, a nonprofit adoption agency in Waltham, Massachusetts
strives for promoting and improving the lives of vulnerable children across the globe.
Currently WHFC are looking for qualified families to adopt children from: China, The
Philippines, Colombia and Burundi through their partnered programs.
The overall mission at WHFC is to improve the lives of children worldwide, placing
children in permanent and loving families, as well as offering life-long support for
before, and after the adoption process is finalized for parents and families. Adoption is
the greatest gift you can give to a child whose seeking to find a family. With the holiday
season coming up, families are looking to expand and welcome their newest children into
their families with open arms. Many of these children in these partnered program have
been in the systems all their lives and looking for a family to take them in and care for
them.
If this story is of interest to you, or would like to know more please feel free to email
me back with questions or comments.
Thank you and have a great day!
Mariel Larmand

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