GROWTH PARTNERSHIP · OCTOBER 2026

Africa Born
× Rooted

Content, campaigns and guest nurture.
Built around a personal safari business.

Prepared for Sam, Paolo & the team
28 October 2026

Africa Born guides together in the field

Africa Born guests sharing drinks around the fire

01 / THE CONTEXT

What we heard.

4–5website conversions this year

~6%of website enquiries

A strong referral business

Digital can introduce the families who don’t already know you.

More of your people

Natural founder and team stories, with a clear content plan.

Ready to invest

Paid media starts in the US. No website bookings have yet been traced to social.

01 / THE STARTING POINT

Build on what’s already there

Zoho

Tighten nurture, tagging and tracking before new leads arrive.

Boost

Work alongside your website team on landing pages.

Watamu

Use the AGM for the first shoot, supported by your existing B-roll.

December

Get in front of families planning their 2027 safari.

02 / OUR APPROACH

A new route to direct bookings.

Build trust before asking someone to plan a high-value safari.

A father and child on an Africa Born coastal adventure

Reach

Founder-led stories introduce Africa Born to the right families.

Connect

Useful plans and guides give serious travellers a reason to respond.

Nurture

Personal follow-up builds the confidence to start planning.

Rooted builds the journey.Your team makes the booking personal.

02 / THE GUEST JOURNEY

From first introduction
to booked trip.

ROOTED · CONTENT, CAMPAIGNS & NURTUREAFRICA BORN · PERSONAL PLANNING & SALES

Discover

Meet Sam, Paolo and the guides through an ad.

Connect

Share travel year, group size and occasion to request a useful offer.

Build trust

A short sequence of personal founder emails.

Plan

“Your camp, scouted”: a site, seasonal advice and a rough rate.

Book

Your sales team handles the call, proposal and booking.

Refer

Invite guests into the referral circle after their trip.

Every step stays connected.

Zoho records the source and the guest’s progress, so we can see which activity leads to a booked trip.

03 / OFFER WORKSHOPS

Agree the offers together.

Working sessions.
One clear direction.

Weeks 1–2, with Sam, Paolo and the sales team.

The guest

Who we want to reach, and what matters to them.

The offer

What is genuinely useful enough for that guest to request.

The next step

How the request becomes a personal sales conversation.

The following concepts are examples. We agree the actual offers together, then review them quarterly.

03 / AUDIENCE RESEARCH

Know who we’re speaking to.

AUDIENSE + PULSAR

Understand the guest.
Shape the message.

What they read, who they follow and how they think about travel.

2 weeksInitial research.
Refreshed every quarter.

US safari
audiences

Interests

Influences

Travel priorities

Language

Guest segmentsLead magnetsAd targetingCreative & copy

03 / THE OFFERS

An offer for every kind of guest.

2new lead magnets
each quarter

Worth requesting.
Built for the right guest.

Personal plans, video series, AI planning prompts or invitations, shaped around a specific guest segment.

Idea: an AI safari-planning prompt pack.
Guests sign up, explore dates, interests and group needs with AI, then share their brief with Africa Born. Built from Sam and Paolo’s expertise, with your review.

AFRICA BORNAI PLANNING PROMPTS

Your safari,
starting point.

Illustrative prompt-pack idea · developed with you

04 / THE YEAR AHEAD

How the offers could develop

Two new offers each quarter. These examples will evolve with the workshops and booking results.

The Milestone Safari

A founder video series for birthdays, anniversaries and graduations.

Mara or conservancy?

A founder briefing for experienced safari-goers comparing options.

05 / THE WEBSITE

Landing pages, with Boost.

Africa Born · Your camp, scouted

AFRICA BORN

A camp chosen
for your family.

Tell us a little about your trip.

Travel yearGroup sizeOccasion

Request your camp plan ↗

Illustrative page direction · final design agreed with you

01 / ROOTED

Shape the page.

Copy, design and the sign-up journey for each offer.

02 / BOOST

Build it on your site.

Your domain, your brand and your existing website team.

05 / NURTURE & TRACKING

Personal follow-up, built into Zoho.

AFRICA BORNFOUNDER-LED EMAIL

A safari shaped around your family

Every family travels differently.

Before we choose a camp, we want to understand what makes a great trip for yours, the ages, the pace and the moments you want to share.

Tell us about your family →

Example nurture email · copy and timing agreed with you

Keep it personal.
Make it consistent.

Capture the context

Tag source, offer, travel plans and journey stage in Zoho.

Build the relationship

Write and build founder-led sequences for each lead magnet.

Know when to follow up

Move interested guests towards a personal camp plan and sales conversation.

Conversion tracking gives Meta and Google real enquiry signals to learn from.

Existing Zoho leads are included.

A nurture sequence at no extra cost. No commission on their bookings.

06 / CONTENT PRODUCTION

Your people.
Filmed naturally.

Day on location.
A quarter of stories.

One shoot with Harrison every quarter.

Plan around the offers

The quarter’s strategy and ad results shape the stories.

Film your people as they are

Start at Watamu: on the boat, around the table, walking and talking.

Edit, publish, learn

Your B-roll plus new footage become ad creative and Instagram reels, which we post.

07 / DISTRIBUTION

Paid media with a clear purpose.

SUGGESTED / MONTH$4,000

Meta$2,500

Google$1,500

Paid directly to the platforms.
No percentage fee on ad spend.

Meta · introduce & reconnect

Founder-led video reaches new families and retargets engaged viewers and site visitors.

Google · capture intent

Protect your name and reach people searching for private family safaris and luxury mobile camps.

Your channels · share it first

Past guests and Zoho see each offer first, then Instagram and the newsletter.

Start with this split. Move budget towards the channels bringing qualified leads.

07 / PRIORITY MARKETS

Start in the US.
Expand with evidence.

December launchAfter learning

01 / LAUNCH

California.
Texas.
Florida.

02 / EXPAND WITH EVIDENCE

New York · Georgia · Colorado

Select a priority state

Explore the December launch and the next phase.

The Middle East, UK and Europe remain later opportunities, once US bookings support expansion.

08 / YOUR TEAM

The people behind the work

**Leo Amador**Paid media, funnels & coordination

**Constança Barata**Organic strategy & content

**Emily Brinsden**Organic strategy & content

**Julian Muhoho**Data, Pulsar & strategy

**Eva Marti**Web, UX/UI & project management

08 / YOUR FILMMAKER

Harrison Thane

CINEMATOGRAPHER & DIRECTOR

Films built
around people.

15 years of documentary and brand filmmaking across Africa and beyond.

Work includes UNHCR, WHO, WFP, Al Jazeera, the BBC and the Tatler Africa video series.

One shoot day each quarter, starting in Watamu.

Harrison Thane, cinematographer and director

09 / REPORTING

How we report on bookings.

Zoho connects the first introduction to the final booking.

THE COMMERCIAL PICTURE

Qualified leads

By offer, audience, state and channel. Cost per lead and qualified lead.

Confirmed bookings

The guests who moved from nurture through planning to a booked trip.

Booking value

Revenue and original source, recorded in Zoho and reviewed with your team.

What is bringing guests in?

The content, offers and ads generating the right conversations.

What do we change next?

A monthly review together, followed by a quarterly sprint reset.

Your sales team’s feedback keeps lead quality at the centre.

09 / ATTRIBUTION

What counts as a Rooted booking.

NEW CONTACTS INTRODUCED BY ROOTED

18months from
first touch

Tracked introductionBooking

First introduced by a Rooted ad, lead magnet or landing page, recorded in Zoho, and booked within 18 months.

NO COMMISSION ON

Referrals.
Repeat guests.
Existing Zoho leads.

We still nurture your existing database as part of the work.

10 / THE PARTNERSHIP

Your investment

MONTHLY FEE · USD

$3,500

PLUS10%

of Africa Born’s own revenue
from Rooted-introduced bookings

Strategy & offers

Two initial workshops, quarterly research and two new lead magnets each quarter.

Pages & nurture

Landing page copy and design with Boost. Zoho tracking, new-lead sequences and existing-database nurture.

Content & distribution

One Harrison shoot day each quarter, editing, Instagram posting, and Meta and Google ads management.

Reporting

Monthly reporting and a quarterly sprint review.

Ad spend is separate: suggested at $4,000/month. Six-month minimum, billed monthly in advance.

10 / COMMERCIAL TERMS

Terms

Commission

Commission is 10% of Africa Born’s own revenue from Rooted-introduced bookings: its fees or margin after third-party trip costs, rather than the total guest booking value. The attribution rules above apply. Commission is payable when Africa Born receives the guest's final payment.

Ad spend

Ad spend is separate, suggested at $4,000 a month, and paid directly to Meta and Google. We take no percentage of it.

Commitment

A six-month minimum term, billed monthly in advance, as these systems need that long to learn and to show what's working.

Shoot expenses

Shoot days: Africa Born covers accommodation and meals for the crew when hosting, and travel is billed at cost.

Boost build fees

Landing pages are built by Boost on the Africa Born site. Any Boost build fees sit with Africa Born.

Currency

All prices in USD.

11 / DELIVERY

Live at the start of December

Pages, nurture and paid campaigns live on 1 December. The first offer reaches past guests in November.

2–13 Nov16–20 Nov23–30 Nov1 Dec

Set upSign-off, access & Boost kickoff

Kickoff

Research & agree offersTwo workshops, Zoho audit & tracking plan

Weeks 1–2

Create & buildTwo offers, page designs & email sequences

Production

Test & nurtureBoost pages, tracking & Zoho sequences

Go-live checks

Launch paid mediaCalifornia, Texas & Florida

Live · 1 Dec

Watamu AGM · date to confirmFirst shoot; launch edits ready by 30 November.

End of FebruaryFirst quarterly review and Q2 sprint.

11 / NEXT STEPS

Let’s get started.

Confirm

Sign off the proposal and confirm the Watamu AGM date.

Connect

Zoho, Meta, Google Ads and Analytics access. Boost introduction and B-roll library.

Collaborate

Two offer workshops with Sam, Paolo and the sales team in weeks 1–2.

AFRICA BORN × ROOTED

A note from Mark

We'll start the strategy work as soon as the agreement is signed, and we're working towards a 1 December launch.

Mark HeathFounder & CEO, Rootedmark@rootedsocial.co +254 701 665 440

Africa Born× Rooted

What we heard.

A strong referral business

More of your people

Ready to invest

Build on what’s already there

Zoho

Boost

Watamu

December

A new route to direct bookings.

Reach

Connect

Nurture

From first introductionto booked trip.

Discover

Connect

Build trust

Plan

Book

Refer

Agree the offers together.

Working sessions.One clear direction.

The guest

The offer

The next step

Know who we’re speaking to.

Understand the guest.Shape the message.

An offer for every kind of guest.

Worth requesting.Built for the right guest.

Your safari,starting point.

How the offers could develop

The Milestone Safari

Mara or conservancy?

The 2028 Camp Calendar

The Advisor Camp Pack

Founders’ Table

Green season early access

Landing pages, with Boost.

A camp chosenfor your family.

Shape the page.

Build it on your site.

Personal follow-up, built into Zoho.

Keep it personal.Make it consistent.

Capture the context

Build the relationship

Know when to follow up

Your people.Filmed naturally.

Day on location.A quarter of stories.

Plan around the offers

Film your people as they are

Edit, publish, learn

Paid media with a clear purpose.

Meta · introduce & reconnect

Google · capture intent

Your channels · share it first

Start in the US.Expand with evidence.

California.Texas.Florida.

The people behind the work

Harrison Thane

Films builtaround people.

How we report on bookings.

Qualified leads

Confirmed bookings

Booking value

What is bringing guests in?

What do we change next?

What counts as a Rooted booking.

Referrals.Repeat guests.Existing Zoho leads.

Your investment

Strategy & offers

Pages & nurture

Content & distribution

Reporting

Terms

Commission

Ad spend

Commitment

Shoot expenses

Boost build fees

Africa Born
× Rooted

From first introduction
to booked trip.

Working sessions.
One clear direction.

Understand the guest.
Shape the message.

Worth requesting.
Built for the right guest.

Your safari,
starting point.

A camp chosen
for your family.

Keep it personal.
Make it consistent.

Your people.
Filmed naturally.

Day on location.
A quarter of stories.

Start in the US.
Expand with evidence.

California.
Texas.
Florida.

Films built
around people.

Referrals.
Repeat guests.
Existing Zoho leads.