Kosama partnered with One Social Media in 2010 to launch social media initiatives to build their brand and attract new members. Within 10 months, Kosama became the top fitness program in Des Moines and expanded to multiple locations across Iowa and other states. One Social Media helped Kosama grow their social media presence on platforms like Facebook, Twitter, YouTube and through blogging, leading to increased franchise growth, engagement, and revenue for Kosama.

2. 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
© One Social Media LLC 2011. All Rights Reserved.

3. 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.
© One Social Media LLC 2011. All Rights Reserved.

4. 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.
© One Social Media LLC 2011. All Rights Reserved.

5. 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:
© One Social Media LLC 2011. All Rights Reserved.

6. 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
© One Social Media LLC 2011. All Rights Reserved.

7. 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.

8. 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
© One Social Media LLC 2011. All Rights Reserved.