© One Social Media LLC 2011. All Rights Reserved.

Introduction In April of 2010 Kosama partnered with One Social Media to launch their social media marketing initiatives online in an effort to build market mind-share. Ten short months later, Kosama is the fitness craze of the Des Moines area with multiple franchise locations opening through Iowa and other national markets. About One Social Media LLC One Social Media LLC is a social media marketing firm specializing in helping forward thinking businesses use social media tools, sites and applications to connect with customers and prospects. About Kosama Kosama is a revolutionary program that stands alone from the competition. Kosama Complete Body Transformation is a 10-week program designed to increase lean muscle mass and transform the body from the core out. Kosama not only focuses on lean muscle growth but overall conditioning including mind, balance, flexibility, and overall health. Who Was Involved? From Kosama: Kory Pohlman, President and Co-Owner Sarah McDougal, Co-Owner Matt Braet, Co-Owner One Social Media LLC Joe Soto, Chief Social Strategist Barb Osier, Director of Client Happiness Taylor Hinkle, Senior Project Manager Mike Bal, Social Media Project Manager

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Goals & Objectives The over-arching goal for this project was to increase market mind-share, build company credibility, establish a favorable and recognizable company brand online, and attract new potential members who sign up for the Kosama 10-week program. In addition to attracting new members, Kosama corporate also set a goal to expand and open additional franchises locally, regionally and nationally. The Kosama social marketing campaign has an audience-centered approach that features multiple channels of communication that seek to influence both franchise inquiries and new sign-ups. This was set up as a comprehensive program in which a variety of popular social media tools and channels are employed as part of several tactics to reach a predetermined target audience. As part of its overall web strategy, Kosama also aimed to:

Listen online to take advantage of positive chatter in the online marketplace while addressing any negatives head on...proactively.

Use Twitter as a community-building tool where people can spread brand awareness, take advantage of offers, and become brand evangelists for the company.

Leverage the power of engagement through a Facebook Fan Page. Proactively engage the 24-54 year old demographic by actually participating

and speaking with them. Presenting Challenges Kosama was less than four months old, not well-known, had one location and was competing against a perceived similar fitness program and organization that already had an established presence in the Des Moines, IA Metro area.

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Analysis of Alternatives Kosama was already using radio advertising as a means to reach its desired audience with the objective of getting new sign-ups for its 10-week program. They were contemplating other forms of direct advertising such as T.V. and direct mail advertising. They recently implemented a T.V. advertising campaign that directs viewers online to connect with Kosama on Facebook, Twitter, and YouTube.

Recommended Social Media Channels, Tools and Solutions

Creation of a Social Media Strategy and 12-month Roadmap

Facebook Page – Set-up, optimization of page, daily posting, engagement, and

participation in groups and other relevant pages.

Twitter – Set-up, optimization, daily tweeting, conversation, engagement.

YouTube –Set-up, channel branding, video creation, and distribution.

A Nutritional Blog – Set-up, daily posting, marketing, optimization, and community

building.

Squidoo Lenses

Article Marketing – Topics to include nutrition, fitness and franchising.

PR News Releases & Online Distribution.

Implementation One Social Media LLC managed the social media strategy from beginning to end, handling the management, monitoring and measurement for the brand. Each week One Social Media presented Kosama with progress reports. Each month One Social Media’s project team would meet with the owners of Kosama to gauge progress, discuss ideas for campaign management, and make sure everyone was on the same page.

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Results

FRANCHISE GROWTH TO 20 LOCATIONS: During the time of this case study, (April 2010 – February 2011) One Social Media took charge of Kosama’s social media marketing and Kosama’s market share grew significantly beyond its original one location in Clive, IA. It’s grown from this one Franchise location to what is projected to be as many as twenty locations that will be open by Summer 2011. As a result of the opening of new Franchise locations, Kosama’s revenue has also dramatically increased.

TWITTER Followers: 5,539

o Daily interaction, mentions and re-tweets.

o Link: www.twitter.com/kosamabody (@kosamabody)

o @KosamaBody ranked 6th in their location on twitaholic (for Des Moines, IA

area) and has a perfect “Grade” on Twittergrader.com:

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FACEBOOK Fans/Likes: 1,368

o 84.7% of all Fans are between the ages of 25-54, which falls within the target demographic.

o Link: www.facebook.com/kosama.official

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YOUTUBE Channel: 4,389 channel views, 35,501 Upload Views (Started on May 12, 2010, total of 17 videos uploaded)

o Kosama took the initiative of having real stories told through video by creating video testimonials and real-time video vignettes of Kosama classes. This use of video has differentiated them from the competition, and has fueled the social media engagement online. Many of these videos were introduced to the Des Moines and surrounding regional and national community through Facebook, Twitter and the blog.

o www.youtube.com/kosamaofficial

KOSAMA HEALTH BLOG, KosamaBlog.com:

162 Blog posts, 93 approved comments

o Kosama’s nutritional blog has become an instrumental part of the 10-week body transformation program. It’s become a go-to resource for Kosama members nationwide to learn more about how to eat right, avoid unhealthy food choices and change eating habits for better overall health.

© One Social Media LLC 2011. All Rights Reserved.

More Results

Kosama’s social media engagement has sparked conversations online, including daily and weekly interaction and conversations on Twitter and Facebook.

Kosama’s Franchisees have embraced social media and all have similar branding and designs for their Facebook and Twitter keeping the brand consistent across all platforms.

Kosama now has locations in Clive, IA; West Des Moines, IA; Des Moines, IA; Altoona, IA; Johnston, IA; Ames, IA; Ankeny, IA; Sioux City, IA; Iowa City, IA; Cedar Falls, IA; Tempe, AZ; and two locations in Omaha, NE. They have plans to open in Sioux Falls, SD; Chicago, IL; Davenport, IA; St. Paul, MN; and Kansas City, MO in 2nd and 3rd quarter of 2011.

Case Study Video Watch the Kosama case study video online at:

http://www.onesocialmedia.com/success-stories

Learn more about Kosama: Site: www.Kosama.com Facebook: www.Facebook.com/Kosama.Official Twitter: www.Twitter.com/KosamaBody YouTube: www.YouTube.com/KosamaOfficial Blog: www.KosamaBlog.com Learn more about One Social Media LLC: Site: www.OneSocialMedia.com Facebook: www.Facebook.com/onesocialmedia Twitter: www.Twitter.com/onesocialmedia YouTube: www.YouTube.com/onesocialmedia Blog: www.OneSocialMedia.com/Blog