As a co-founder of Africa Culture Journeys, I led the end-to-end branding, marketing and communications for this B2C.

 

Overview

Launched in 2022, Africa Culture Journeys offers all-inclusive camping safaris & cultural tours in Botswana's Okavango Delta (a UNESCO World Heritage Site). ACJ is also creating an international community passionate about exploring. I served as 1 of 4 co-founders & marketing leader.

 

Responsibilities

Set & own the strategic marketing direction for the organization, with a focus on:

  • Establish branding

  • Identify and target key international audiences

  • Build and optimize company website

  • Search Engine Marketing (SEM)

  • Establish social media channels

  • Create grassroots international online community

  • Create original & engaging content

Results

  • The Ministry of Tourism for the country of Botswana proactively reached out to us to establish a partnership.

  • Earned media in Botswana’s Guardian, which also proactively reached out to us.

  • End-to-end creation of branding, including website, and digital channels.

Earned media in the Botswana Guardian, Africa Culure Journeys

The Botswana Guardian article

 

  1. Create branding, website & content

As there are four co-founders, two of which live in Botswana, it was important for me to immerse myself in understanding the country of Botswana, the mission of the organization & gain consensus. Key components:

  • Educate co-founders on digital marketing

  • Create branding

  • Build website

    • solicit & incorporate team’s input

    • choose & setup domain

    • create content

    • optimize for SEO (search engine marketing)

  • Identify key target audiences

  • Establish social media channels

  • Create original and engaging content

 
marketing leader analytics

ROI on $20 (USD) investment

 
 
US Marketing leader

2. Align vision

In addition to building the branding, website & content, a significant portion of my time was spent on educating the other co-founders on digital marketing. Since two of our co-founders are in Botswana, I had to focus on providing information that could be understood by different degrees of business maturity & establishing alignment.

  • Generate & present informationals

  • Identify gaps in understanding in co-founders

  • Provide resources to gain alignment

    • I proactively brought on an Executive Coach to facilitate a Communications workshop

 

3. Create grassroots community to drive awareness & broaden reach

Through original multimedia (videos, graphics, photos) content, social media, international word-of-mouth, mailers (in U.S.), and strategic partnerships (in Botswana), I focused on building an organic community of advocates & sharing engaging information to multiple audiences simultaneously.