Advertising Campaign
Social Media Strategy
Website Development
In Go Back to Your Country (Or Stay and Defy All Odds), entrepreneur and community leader Issa Musharbash shares an improbable journey. An immigrant from Jordan, he overcame obstacle after obstacle and achieved the American dream—working hard to go from earning below minimum wage to becoming CEO of his own real estate company. The heartfelt memoir is not just an inspirational book, it’s an aspirational how-to manual for anyone with dreams.
When Musharbash, of Hudson, County, New Jersey, was interviewing agencies to promote Go Back to Your Country, he found a perfect fit nearby in one of the most-immigrant rich communities in the United States.
Jungle Communications, based in Jersey City, proved to be an ideal partner for the project, matching the author’s passion and determination, while providing branding and public relations expertise gained from several decades of experience in the New York market. Musharbash was immediately impressed when the entire Jungle staff read the book to completely understand the scope of the initiative.
“Go Back to Your Country” is a true story of an immigrant boy defying all odds against him and becoming an American entrepreneur.
The book is not only filled with tremendous tales of determination and persistence in the grave of hardships, but you’ll also find revealing truths on leadership development
– Jimmy Davis
Mayor City of Bayonne NJ
Musharbash approached Jungle Communications with the vision of transforming his story into a compelling brand and message. For Jungle, the goal was to establish Go Back to Your Country as a powerful and inspirational narrative that could inspire immigrant communities locally and abroad, while also reaching a broad audience. The message that “nothing is impossible” needed to be communicated in a tangible way to book readers and website visitors.
Jungle’s mission, however, was not without its challenges. As a first-time author, Musharbash was entering a saturated market with no established literary brand. Additionally, the book’s provocative title, while reflective of his firsthand experiences, carried the risk of alienating potential readers who might misinterpret its meaning. The marketing plan needed to carefully navigate this tension, ensuring that the true message of hope and perseverance was clearly communicated.
Jungle Communications devised a comprehensive marketing plan that involved multiple facets, including strategic website design, book branding, media outreach, and community engagement.
Strategic Branding and Website Design: Jungle developed a brand identity for the book that aligned with its message of overcoming adversity. The design of the book cover, along with the book’s subtitle (Or Stay and Defy All Odds), balances two conflicting emotions perfectly and invites readers into a compelling narrative. The website, GoBacktoYourCountry.com, was designed to be more than just a promotional tool; it served as an interactive platform where visitors could engage with Musharbash’s story through blogs, vlogs, and testimonials from community leaders and other influential figures.
Media Blitz and PR Campaign: A media blitz was launched in the first 30 days following the book’s release, securing approximately 15-20 radio and TV interviews. Jungle Communications targeted a variety of media outlets, including Christian and self-help platforms, to ensure that the book reached diverse audiences.
Social Media and Digital Marketing:
The book release campaign began with a vibrant social media presence on Instagram, YouTube, Facebook, LinkedIn, and X (formerly Twitter).
These channels became the hub for showcasing captivating content from the book’s website, spotlighting notable media appearances, and fostering direct connections with readers.
The social media campaign sparked meaningful conversations and cultivated a thriving online community.
The marketing campaign executed by Jungle Communications was a resounding success. Go Back to Your Country hit # 1 on the Amazon Best Sellers List in 10 distinct categories, a testament to the effectiveness of the strategy and the resonance of the book’s message with a wide audience. The success of the media blitz was evident in widespread coverage, including interviews on notable platforms such as Star 99.1 FM, WMCA Radio, TriStateVoice.com, and Get Down to Business with Scott Klein.
By aligning their efforts with the core message of the book, Jungle was able to turn a potentially controversial title into a best-selling, inspirational narrative that resonated with a diverse audience.
“Jungle has done an amazing job for us. They did not only have the tools and strategy; they were also vested emotionally in the project because they believed in it.”
– Issa Musharbash
Author of Go Back to Your Country
