Liquified Creative Partners With The Arc Central Chesapeake Region for Recruitment Campaign

August 13, 2020

Regional advertising campaign drives increase in hiring efforts of essential personnel for The Arc Central Chesapeake Region through sharing stories that go “Beyond a Job”.

Annapolis-based advertising agency Liquified Creative recently partnered with The Arc Central Chesapeake Region (The Arc) in launching Beyond a Job, a regional campaign designed to increase recruitment efforts at the non-profit. Specifically, the non-profit’s goal was to recruit qualified candidates to fill open positions for Direct Support Professionals (DSP), creating awareness of career opportunities, and attracting talent whose passion aligns with the organization.

The campaign encourages people of all experiences and backgrounds to explore a career amongst a team of dedicated staff who are passionate about making a positive difference and helping people with intellectual and developmental disabilities (I/DD) to thrive in their local communities and beyond.

Jonathon Rondeau, President and CEO of The Arc, said:
“At The Arc, we create opportunities for equity and access so people with I/DD are fully included in the community where they live. The concept of Beyond a Job helps illustrate the diverse role a Direct Support Professional plays in creating those opportunities for independence and inclusion. We are proud to share stories of our employees and the passion that inspires them daily. ”

Shawn Noratel, Founding Partner and Creative Director of the advertising agency responsible for this campaign, said:
“Marketing and advertising is really about sharing a client’s passion. The ongoing positive results of this campaign truly reflect our collective partnership with Jonathon and his team at The Arc Central Chesapeake Region. We truly admire the entire organization’s passion behind supporting and advocating for the people they serve.”

The Beyond a Job campaign appears throughout the greater Baltimore, Maryland area across multiple platforms, including TV, digital, print, and out of home. Liquified Creative designed and managed the creative development, media strategy and outreach to support the campaign. The ads direct audiences to, a landing page created specifically to share the stories of current DSPs. The landing page offers videos that highlight the experiences of current employees, directions on how to apply, along with resources relevant to the open positions.

The campaign ads, created by Liquified Creative prior to COVID-19, feature stories from current DSPs who found fulfilling careers after joining The Arc. Since its launch, the commercial spot created specifically for this campaign has been honored with both a Gold Hermes Award and a Communicator Award Distinction.

The Arc plans to continue to amplify the campaign’s message and share their commitment to hiring passionate and dedicated DSPs.

To learn more about the campaign and explore the accompanying award-winning creative work, visit our case study page.

About The Arc Central Chesapeake Region

The Arc Central Chesapeake Region provides services and supports to people with intellectual and developmental disabilities through living options, workforce development, and fiscal management services. Serving Anne Arundel County and the Eastern Shore of Maryland, The Arc provides an innovative, person centered approach across the arc of a person’s life with a focus on equity and self-determination.

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