Sarah & Jahmari: Digital marketing for safari success
Inspired by real travel business marketing challenges: A fictional case study
Chapter 1: Setting Sail on the Digital Seas
Sarah had been rejected for the teaching position at the private secondary school in Southampton. Her hopes of teaching philosophy and history the way she wanted had vanished, along with the scent of her mother's Ayurvedic tea. Another dead end. She'd come to associate dead ends with her father, Edward. He was a tough businessman with unrestrained passions and a love of gambling and women, which her mother, Lily, hadn't tolerated. She'd sent him packing and found her life's purpose in Ayurvedic recipes and teas.
Unable to find her own way out at that moment, Sarah thought about her mother's philosophies. What doesn't kill you makes you stronger; when life gives you lemons, make the most beautiful lemonade and drink it under the August sun. Thoughts like these made Sarah see her father as a formidable businessman, which he indeed was, rather than a gambling face and a womaniser. In this career dead end, she thought that she must have inherited something from Edward, and that was surely his business demon. While scrolling through Instagram, with all these thoughts in her mind, she stumbled upon an advertisement for a digital marketing course. In 6 months, she could change careers. She would leave Nietzsche and Aristotle behind and embrace business. The only requirements were a love of business and a commitment to the daily study programme. She didn't need to think twice; she welcomed Edward into her life and clicked the participation button.
Six months later, Sarah had obtained her digital marketing certificate and went out for dinner with her best friend, Laura, to celebrate. "So, what's next?" Laura asked her. 'You know, Laura, I feel the need to travel. I always said I wanted to go to Africa. I feel like it's time to do it now." Without thinking twice, Laura chewed a juicy piece of sushi and with a sparkle of friendship in her eyes she told her: 'In the name of this wonderful sushi I'm sharing with you, I say do it, my friend! You're so young and full of energy. Before you know it, you'll be in my position, battling a menopause-bloated belly. While your system can still handle African cuisine, dive in with both feet. Remember the film Life of Pi? The poor guy had to learn to swim because his heartless father threw him into the deep end without teaching him first. Do it, Sarah! Now is your time to dive deep.
Before she knew it, Sarah found herself with £2,000 in her pocket and a suitcase at Luton Airport, ready to catch a flight to Nairobi. She planned to stay in an Airbnb until she found her feet.
Jahmari had just loaded his jeep and was getting ready for a safari in Kenya. He only had two clients, who he had barely persuaded to join him on the trip. One had agreed to pay at a 50% discount, while the other had won his place in a lottery organised by a large hotel. The revenue barely covered the fuel and the food and drink that Jahmari offered his clients.
Fortunately, Joshua, his childhood friend who was a professor in the computer department at Strathmore University in Nairobi, had secured him a grant of 600,000 KES from the university for small businesses looking to develop their marketing strategies. Jahmari now had the money in his pocket, but he hadn't yet figured out how to invest it. Joshua often introduced him to new students who wanted to gain experience working with real businesses. They had designed a logo for him, created a website and written some basic content about his trips into the depths of Kenya. Nevertheless, business hadn't picked up. Joshua explained over a game of bao one Saturday morning that not everything works so simply; it requires persistence, and perhaps a little luck, to meet the right person who has the knowledge to help you.
Sarah settled into a shared Airbnb, renting a room from Martha, an American environmentalist who had lived in Nairobi for years. Martha had been involved in biodiversity conservation research. Specifically, she dedicated her life to monitoring and protecting endangered species such as lions, rhinos and birds. Living with Martha was like winning the lottery for Sarah. Martha was out all day and always had local events to suggest that Sarah would never have found on her own, especially during her first months in Nairobi. Furthermore, Martha wanted company and someone to look after her dog, Sam, so she charged Sarah very little rent.
One weekend, Martha told her that she was going to Blankets and Wine, a local festival with music, events and a peculiar mix of locals, tourists and people passing through Nairobi. It was a great chance for Sarah to listen to local artists, drink cocktails made with fresh Kenyan fruit and meet people, helping her to enter Nairobi's local society. 'You'll love the mandazi,' Martha told her. 'They're wonderful fried sweet rolls that even make gluten-free people give up their diet,' Martha said, tossing a collection of colourful hats onto her bed. 'Choose,' she said. 'A hat adds value to even the most beautiful head.'
Blankets and Wine Festival
On Saturday afternoon, they found themselves wandering around the festival. Martha disappeared into conversations with the various locals she met at every other corner, while Sarah, wearing her colourful striped hat, found herself in a group of people listening to Afro-techno music. She observed them through the tortoiseshell glasses that Laura had given her before leaving Southampton. "Take these and see the world through a different lens," Laura had told her. 'Are you a visitor in Nairobi?' she heard a local with a broken English accent say. " Jahmari,' he said, extending his hand. 'Sarah,' she replied, returning the greeting. 'No, I'm just passing through.’
The conversation went on for hours. She told him about her desire for a change, her digital marketing course and her search for an opportunity in Nairobi. He reflected on Joshua's words and considered how peculiar life's journey can be, often leading us to meet certain individuals and face unique opportunities, much like the one Sarah was pursuing. Jahmari told her that he was involved in organising safaris. He hadn't finished any formal education; he had learnt from his father, Mutai, who used to take him along on the safaris he organised for tourists.
Mutai was one of the area's most well-known safari guides, with a deep knowledge of wildlife and a great respect for nature. When Jahmari was just ten years old, his father took him on his first short walk in the bush. "You must learn to see, not just look," Mutai told him, pointing out the tracks of a lion in the soil. He showed him how to recognise animal tracks and determine their direction of travel. On later trips, Mutai taught Jahmari the importance of silence. "Animals won't trust you if you make noise," he told him. Jahmari learned to walk softly, to listen to the sounds of the wind and to distinguish birdsong. His father trained him to recognise different calls, such as the warning call of a bird when a predator is nearby. "This place doesn't belong to us, Jahmari, we are just visitors." We must take care of it for future generations,' he told him one day as they watched an elephant bathe in a lake.
Sarah listened to him with admiration. His father's story was wonderful, so she asked if his business was doing well. She imagined that such knowledge would make one all-powerful and that Jahmari's safaris would be the most famous in the area. 'Nah,' Jahmari told her, scratching the back of his neck awkwardly and looking at the ground. 'Poor Njeri, my mother, makes her famous samosas with local mince every day and supplies me with the best fruit from her garden. But I usually feed them to the baboons since business isn't good.'
Sarah asked if he had a website and he told her about Joshua's students' friendly participation and how none of it had worked. The festival in Nairobi concluded in a business agreement between them late at night under the sounds of jazz with a coconut aftertaste in the mouth. Jahmari decided to invest the grant money in digital marketing and Sarah had landed her first job.
On Monday, Sarah went to Westlands, an area with many hotels and safari tour operators. 'Look carefully and you'll find my cave,' Jahmari told her that night. 'It has a faded yellow sign that says "Jahmari budget safaris to Kenya" and the initial J is missing from my name. You see, the African sun doesn't forgive neglect; it sweeps everything away in its path,' he said, giving her that pure Kenyan smile.
As Sarah wandered around the Westlands, she immediately noticed it; it was exactly as Jahmari had described: faded and mercilessly beaten by the African sun. He was thrilled to see her. 'Sarah, you came! I expected that as soon as you saw my sign, you'd turn around and run away. But sit down; there are worse things. You should see my website,' he said, laughing heartily as he poured her a cold lemon tea.
As soon as Sarah entered his website, she gasped in horror. 'Oh my God, what kind of logo is this!'
Chapter 2: Finding the heart of the safari (defining the Brand identity)
Sarah stared at the screen: a pixelated image of a jeep that looked as though it had been sketched by an uninspired child. 'All right,' she said, taking a deep breath and a sip of the tea Jahmari had given her. 'Okay, Jahmari, let's start at the very beginning. Forget the website for a minute. Tell me about your safari business. Not just the logistics, but the essence of it. What makes a Jahmari safari different?'
Jahmari looked a bit confused. 'Different? Well, I know the bush better than anyone. My father, Mutai, taught me everything: He taught me how to track, how to listen and how to respect the animals and the land. We go deeper and see things that others miss. And my mother's samosas are legendary!"
Sarah's eyes lit up. "Exactly! That's it! It's not just a 'budget safari,' Jahmari. It's an authentic, deeply knowledgeable, respectful experience passed down through generations. It's about seeing Kenya through the eyes of someone who truly understands it, guided by the legacy of Mutai! And yes, the legendary samosas are definitely a selling point!"
They spent the next few days talking. Sarah listened intently as Jahmari spoke of his father's wisdom, the thrill of spotting a rare bird, the importance of conservation, and the challenges facing local communities. She helped him articulate who his ideal client was – not just anyone looking for a cheap trip, but someone who values authenticity, sustainability, and a genuine connection with nature and local culture. They weren't selling a ride in a jeep; they were selling an immersive, meaningful journey.
Read also: Sarah and the funnel
They brainstormed new names. " Jahmari's authentic safaris"? "Kenya untamed with Jahmari"? Finally, they landed on something that felt right, honouring the past while looking to the future: Mutai & Son Safaris. It spoke of heritage, expertise, and a personal touch. They sketched out a new logo concept – something clean, strong, perhaps incorporating an iconic Kenyan symbol like an acacia tree or a specific animal track, far removed from the squashed jeep. This wasn't just a cosmetic change; it was about defining their brand identity, the core message they would send out to the world.
Chapter 3: Connecting the wilderness: bringing Jahmari online
With the brand identity sorted (and a proper graphic designer briefed on the new logo!), Sarah tackled the website. The student-built website was, frankly, dreadful. It was slow, hard to navigate, didn't work on phones (which is where most potential tourists start their research!), and the content was thin.
"Think of your website as your office in the digital world, Jahmari," Sarah explained. "Except this office is open 24/7, and people from all over the globe can walk in. It needs to be welcoming, informative, and easy to find what they're looking for."
They decided on a clean, modern design that showcased stunning photography (Sarah insisted on hiring a local photographer for a day to capture Jahmari and the landscapes properly – a worthwhile use of grant money!). The structure was logical: a homepage introducing Mutai & Son Safaris and their unique approach, dedicated pages for different safari packages (clearly outlining itineraries, what's included, and the experience), an 'About Us' page telling the powerful story of Mutai and Jahmari, a gallery of those gorgeous photos, and a contact/booking form.
Then came the SEO, the digital equivalent of tracking footprints in the savannah. "We need to make sure that when someone in London or New York or Sydney searches for 'authentic safari Kenya' or 'best wildlife guide Nairobi' or even 'Mutai safari reviews' (once we get some!), Google knows you exist and shows your website," Sarah explained, diving into keyword research. They identified terms potential clients were actually using.
Sarah optimised page titles, meta descriptions, headings, and image alt text. She wrote compelling, detailed descriptions for each safari, weaving in Jahmari's expertise and the Mutai legacy. She made sure the website was fast, secure, and, crucially, worked perfectly on mobile phones. It was a lot of work, but seeing the new, professional site take shape felt like building a solid foundation for their digital future.
Chapter 4: Beyond the brochure: authentic stories build trust
"Okay, Jahmari," Sarah said, pointing to the 'Blog' section she'd added to the new website. "This is where you can share your knowledge. People planning a safari want to learn. They want tips, they want to feel connected to Kenya before they even arrive. You have an incredible wealth of stories and information from your father and your own experience. This is where you become the expert they trust."
Jahmari was hesitant at first. Writing wasn't his thing; tracking lions was. But Sarah made it easy. She'd record him talking about tracking animals, the best time of year to see the Great Migration, the importance of not disturbing wildlife, or a particularly memorable encounter he'd had. She'd then transcribe and shape it into engaging blog posts.
They wrote about 'Understanding the calls of the bush: What the birds are telling you', 'Beyond the big five: discovering Kenya's hidden wildlife', 'The legacy of Mutai: a commitment to responsible tourism', and 'Your first safari: tips from a local guide'. They included those stunning photos.
This content wasn't just informative; it built trust and showcased Jahmari's unique expertise and passion. It also helped with SEO, providing fresh, relevant content for Google to index. Sarah also started reaching out to a few smaller travel blogs and nature websites, offering Jahmari's expertise for guest posts, starting to build links back to their new site – another crucial SEO step.
Chapter 5: Unleashing the roar: Social media and Digital advertising
With a beautiful, functional website and compelling content, it was time to get the word out. "Social media is like a campfire where everyone gathers to share stories and photos," Sarah told Jahmari "And digital advertising is like sending out smoke signals to the people who are already looking for an adventure like yours."
They focused on Instagram and Facebook first. Instagram was perfect for showcasing the visual splendour of safaris – breath taking landscapes, incredible wildlife shots (always taken respectfully, of course), and glimpses of the authentic experience. Sarah taught Jahmari (or helped him) write captions that told a story, using relevant hashtags like #KenyaSafari #WildlifePhotography #AuthenticAfrica #MutaiAndSonSafaris.
On Facebook, they built a community. They shared the blog posts, posted daily photos, answered questions, and encouraged past clients (the few they had!) to share their experiences. They even ran a small competition to win a discount on a safari by sharing a Kenyan animal they identify with most and explain why they feel that connection.
ma.ma digital services identifies with the leopard. I help my clients survive in the digital marketing realm and then set them free.
Then came the advertising. Using the grant money wisely, Sarah set up targeted campaigns on Google Ads and Facebook Ads. On Google, they bid on keywords like "responsible safari Kenya," "small group safari Nairobi," and "authentic wildlife tour." On Facebook, they targeted people interested in wildlife, adventure travel, Kenya, and conservation, refining the audience based on demographics and behaviour. The ads featured compelling images and clear calls to action ("Book your authentic safari," "Learn more about our tours"). It wasn't a massive budget, but it was focused and strategic.
Chapter 6: Tracking the footprints
"Okay, Jahmari, time to see if our smoke signals are reaching anyone," Sarah said, opening her laptop to show him Google Analytics. "Think of this as tracking the animals on our website. Where are they coming from? What are they looking at? Are they finding what they need?"
They monitored website traffic. Was it increasing? Where were visitors located? Which pages were most popular? They looked at how long people stayed on the site and which pages they left from. This helped them understand what content resonated and what might need improving.
They tracked leads and bookings coming through the website contact form. They could see which marketing efforts seemed to be driving these enquiries. Were people finding them through Google searches (SEO/Google Ads)? Were they coming from social media? Were they clicking links in the blog posts?
Social media analytics showed which posts got the most engagement (likes, comments, shares). This helped them understand what kind of content their audience loved most.
It wasn't always a straight line up, but by tracking the data, Sarah and Jahmari could see what was working and adjust their strategy. Maybe a certain type of social post performed better, or a specific keyword in their Google Ads was bringing in the most relevant traffic. It was a continuous process of learning and adapting, just like reading the signs in the bush.
Chapter 7: The horizon ahead
Months passed. The faded yellow sign outside Jahmari's office was replaced by a smart, new one featuring the Mutai & Son Safaris logo. The office itself felt different; there was a buzz, a sense of purpose.
The website was now a vibrant hub of information and inspiration. The blog was growing, attracting readers interested in responsible travel. Their social media following was building, filled with people dreaming of a Kenyan adventure.
And the bookings? They were steadily increasing. Not just the deeply discounted or lottery-won trips of before, but clients who had found them through the new website, the engaging content, and the targeted ads. Clients who specifically mentioned wanting an authentic experience, guided by someone with deep knowledge and respect for the land – clients who were willing to pay for that unique value.
Jahmari was busier, happier. He was sharing his father's legacy with more people than ever before. He was using the grant money effectively, seeing a real return on his investment in digital marketing. His mother's samosas finally had more mouths to feed than just the baboons!
Sarah, too, had found her footing. She wasn't teaching philosophy, but she was applying strategic thinking and problem-solving in a dynamic, real-world way, helping a passionate individual build a thriving business. She had successfully navigated her own "dead end" and found a new, exciting path in Nairobi.
Mutai & Son Safaris was no longer a struggling operation; it was a growing, respected name in authentic, responsible Kenyan safaris. The digital seeds Sarah had helped plant were blossoming, proving that even the most traditional businesses, rooted in heritage and deep local knowledge, could thrive in the modern digital landscape with the right strategy and a touch of passionate spirit.The horizon ahead looked bright, filled with the promise of new adventures and continued growth.
And that, my friends, is just one stop on the digital marketing journey! Does this particular story echo any challenges you're facing on your business adventure? Perhaps you're navigating tricky terrain with getting noticed online, or maybe you've hit a roadblock trying to connect with your ideal guests. We're all on this path together, so let's share! What are the biggest obstacles currently on your marketing map? And what innovative routes or solutions have you already tried taking to get past them? Remember, building your online presence isn't about building a whole new vehicle from scratch. It's about strategically plotting your course and using the right tools (the 'strategic steps') to ensure the world discovers the unique destination that is your business!
Drop it all in the form below – seriously, I'm all ears and ready to learn from your journey too!
