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Mission-Focused Marketing: Elevating JAH4WW Through Storytelling, Strategy, and Support
NewsIn today’s noisy digital landscape, stories that matter deserve to be heard—and seen. That’s precisely what drove our collaboration with Jared Allen’s Homes for Wounded Warriors (JAH4WW), a nonprofit with a mission as bold as its founder’s NFL legacy.
Founded in 2009 by Football Hall of Famer Jared Allen, JAH4WW is dedicated to supporting U.S. military veterans who have sustained life-altering injuries during combat. The organization provides mortgage-free, fully accessible homes tailored to each veteran’s unique needs, empowering them to live with dignity, independence, and safety.
However, even the most impactful mission needs the right digital strategy to cut through the noise.
The Challenge: From Powerful Mission to Digital Momentum
As media habits shifted and traditional PR tactics lost momentum, JAH4WW recognized an opportunity to enhance its digital presence. Two key challenges stood out:
1.Strategic Social Media Messaging
While the foundation had a compelling story, it needed a consistent and structured approach to storytelling across all platforms. The team required a strategy to engage the public, inspire donors, and build long-term community support.
2. Impactful Video Storytelling
JAH4WW had real stories of sacrifice, resilience, and transformation being told in a way that captured hearts or activated donors at scale. Video storytelling was the missing link.
Our Solution: A Purpose-Driven Content Strategy
We partnered with JAH4WW to elevate its mission through a content and communication strategy grounded in authenticity, clarity, and emotional resonance. Our key initiatives include:
We developed a strategic publishing plan for key fundraising moments and awareness initiatives.
We refined JAH4WW’s brand storytelling and aesthetic across Instagram and Facebook to create a more cohesive digital presence.
Our team curated and repurposed photos, behind-the-scenes content, and veteran testimonials, bringing new life to the stories that mattered most.
We helped define and refine JAH4WW’s messaging around three core themes: independence, sacrifice, and the veteran journey.
We produced videos and social media reels that showcase veteran transformations and demonstrate JAH4WW’s tangible impact, helping to connect the dots between donor support and real-world change.
The Results: Real Stories. Real Impact.
The transformation was more than digital. JAH4WW saw:
JAH4WW deepened its digital footprint by aligning storytelling with strategy while reinforcing its unwavering support for America’s veterans.
Final Thoughts: The Power of Purpose-Led Marketing
These ongoing projects reaffirmed what we’ve always believed: Great marketing isn’t about selling—it’s about serving. When storytelling aligns with a mission, the result is more than just content—it’s a connection.
We’re honored to support organizations like JAH4WW in doing what they do best: changing lives. For more information or to join us in our fundraising efforts, visit Jared Allen’s Home for Wounded Warriors.
👉 Interested in building a purpose-driven campaign? Let’s talk.
Introducing Conexiant: Powering the Future of Integrated Healthcare Media Solutions
NewsOverview:
BroadcastMED is a global leader in healthcare media, offering content, webinars, special events, and digital publishing focused on various key healthcare segments, including Cancer, Diabetes, Optometry, Pulmonology, Neurology, and Cardiology. By delivering targeted content, they help healthcare professionals stay informed about new treatments, products, services, and patient care opportunities.
As BroadcastMED grew, it was acquired by a private equity firm, which also purchased three additional leading healthcare media companies in non-competing segments. Together, these companies formed a comprehensive media entity covering all significant healthcare areas, but the name “BroadcastMED” no longer suited the expanded organization. Blue C was asked to perform a naming strategy and define a name that would take this organization into the future.
The Challenges:
With the merging of the additional companies, the overarching brand required a clear strategic direction, an understanding of each business segment, the markets they serve, and how each supports healthcare marketers and providers, and ultimately, new naming and a cohesive brand strategy.
The Outcome:
The first step in the BrandPWR process was a quantitative research study to understand each company’s vision, product line, and messaging. Customer interviews followed this to gain an end-to-end understanding of each company. This comprehensive insight helped establish a benchmark for alignment within the larger organization.
The research defined a new company name: Conexiant. The new company name clearly illustrates the value of the connection between healthcare industry professionals and the valuable learning programs required to stay best in class.
By leveraging the proven Blue C BrandPWR Clarity framework, we established a defined brand architecture encompassing the brand story, voice, unique messaging, target market analysis, and overall mission. This strategy seamlessly connected each company into a unified entity. From this clarity, we created a new naming structure that integrated all companies into one comprehensive healthcare media organization.
Key Executions Included:
Connected TV Advertising Boasts Mountain Mike’s Franchise Marketing Efforts
NewsMountain Mike’s Pizza, a leading pizza franchise in the western United States, has seen significant growth since 2017, increasing its restaurant count by 120 percent, and is expected to surpass 300 units in 2024. Founded in 1978 and franchised in 1981, the brand expanded outside California in 1993. Most locations are still in California, but Mountain Mike’s also operates in Arizona, Idaho, Nevada, Oregon, Utah, and Texas.
When promoting franchises, it is crucial to select the media that yields the best results for each franchise co-op. This ensures scalability and the ability to deliver campaigns specific to geographic regions. Connected TV (CTV) advertising is critical when launching LTOs (Limited Time Offers), such as Mountain Mike’s All-American Summer campaign and ongoing brand marketing commercials.
In the rapidly evolving digital marketing landscape, CTV has emerged as a pivotal medium, revolutionizing how audiences engage with content for Mountain Mike’s Pizza franchisees. CTV refers to any device that connects to the internet and can stream digital video content through built-in smart TV functionalities or external devices like streaming sticks, consoles, or set-top boxes.
CTV advertising delivers ads through the internet, allowing for more targeted and personalized experiences by leveraging viewer data such as viewing habits, interests, demographics, and psychographics. This approach offers improved measurement and tracking capabilities, enabling more efficient ad spending and the ability to reach specific audience segments with higher precision.
The three benefits of CTV advertising are:
1. Precision Audience-Based Targeting: Marketers can reach specific consumer demographics, interests, and behaviors.
2. Hyper-Localized IP-Based Targeting: Allows marketers to deliver more personalized and relevant ads to specific geographical areas based on the IP address of the CTV device.
3. High Commercial Completion Rates: CTV advertising typically garners high video consumption due to the viewer behavior associated with the medium. By leveraging CTV for Mountain Mike’s Pizza, we can target the ideal behaviors for delivery and in-store dining sales while focusing on each co-op region’s advertising needs. Using CTV, we can auto-optimize for performance daily while targeting high-performance audiences. We can also track site visits driven by CTV, offering Mountain Mike’s Pizza actionable data and the ability to measure conversions online and offline, providing a holistic view of each campaign’s performance
By leveraging CTV for Mountain Mike’s Pizza, we can target the ideal behaviors for delivery and in-store dining sales while focusing on each co-op region’s advertising needs. Using CTV, we can auto-optimize for performance daily while targeting high-performance audiences. We can also track site visits driven by CTV, offering Mountain Mike’s Pizza actionable data and the ability to measure conversions online and offline, providing a holistic view of each campaign’s performance.
Wahoo’s – Not Just a Restaurant but a Way of Living
NewsWahoo’s is a consistently trusted and authentic food destination known for its quality and unique Pacific-inspired menu. Every Wahoo’s location plays a crucial role in upholding the brand’s commitment to delivering freshly made, health-conscious choices while promoting an adventurous lifestyle and actively supporting the communities it serves. This distinctive brand identity positions Wahoo’s as more than just a restaurant – but a way of living.
Wahoo’s remains steadfast in its commitment to quality in a landscape marked by rising food and labor expenses, where competitors may compromise. Despite industry trends, Wahoo’s consistently delivers high-quality food at fair prices, all within an environment that resonates with its customer’s life experiences. The primary objective is to convey the unique Wahoo’s experience, emphasizing that every customer is an integral part of the broader Wahoo’s family. From there, the “Living the Wahoo’s Way” campaign message was created.
Blue C aligned the Wahoo’s marketing pillars to craft a distinctive and unified message in “Living the Wahoo’s Way.” Subsequently, we created a marketing mantra, forged a Living the Wahoo’s Way identity and graphic standards, developed in-store marketing point-of-purchase (POP) materials, curated engaging social media content, produced compelling video content, designed branded merchandise, and initiated ongoing marketing campaigns across all media channels
Monster Energy’s Dakar Rally Team Achieves Over 1.8 Million YouTube Views in 8 Days
NewsOverview:
With a market capitalization of nearly $60 billion, Monster Energy attributes its brand success to strategically cultivating communities through sports marketing within key marketing segments. One notable segment is the Dakar Rally, a global event that captivates an audience of over one billion viewers over two weeks.
The Challenge:
Sports marketing and community development hinge on amplifying the brand’s narrative during events. In today’s digital era, consumers seek experiences, information, and connections beyond just the products they buy. Amidst the increasing amount of daily global content, our goal of relevance, inspiration, and unified storytelling is crucial.
Joe Parsons from Monster Energy emphasizes that brands investing in online communities navigate evolving consumer behavior effectively, ensuring relevance and connectivity in the digital landscape.
The Solution:
Key Executions Included:
Chipoy’s – Crafting Success in the Healthy Snack Market
NewsOverview:
Chipoy’s, a Mexican-made natural snack, stands out in the market by offering a preservative, sugar, and artificial color-free alternative. With its wholesome ingredients, such as natural corn, Chipoy’s provides a healthier option compared to less nutritious choices in the snack industry.
The Challenge:
In the initial phase, our challenge was identifying key target audiences and establishing unique marketing pillars for effective brand positioning. We identified six crucial marketing segments: Spicy enthusiasts, gamers, afternoon snackers, party people, late-night snackers, and flavor-curious Hispanic families. The primary obstacle was devising a strategy to differentiate Chipoy’s from competitors like Takis, Pringles, and Doritos.
The Solution:
Our strategy focused on conveying to our primary audiences that Chipoy’s transcends the typical chip by avoiding preservatives and artificial ingredients. Instead, it offers an authentic rolled tortilla chip filled with bold flavors and fun in every bite.
Key Executions Included:
Blue C created structured planning to ensure consistent and engaging monthly content.
Blue C crafted visually appealing content to capture the attention of Chipoy’s diverse audience segments.
Blue C showcased the versatility of Chipoy’s through creative recipe ideas and visually stunning presentations.
Blue C developed branded content with experiences through reviews, product integration, and unique recipes by content producers.
Blue C tapped into sensory experiences through ASMR to create a memorable and immersive connection with the audience.
Blue C used video content and social media assets to convey the brand message effectively.
Blue C developed promotional items to support marketing efforts and enhance brand visibility.
Through a comprehensive approach that combined targeted social media initiatives and creative content development, Chipoy’s successfully navigated the competitive snack market, establishing itself as a go-to option for health-conscious and flavor-seeking consumers.