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RunKeeper Communications

A. First, gather all of your existing materials.
This could be website copy, mission statements, q&a's, about sections, press releases, etc. Highlight the language that you like, and the language you think could be improved. Often times positioning and messaging is written from the perspective of someone very close to the brand, and doesn't translate to external audiences. This portion aims to identify what is working and what could be improved.

Bold=language I like

Italic=could be improved



Landing Page http://runkeeper.com/
A personal trainer in your pocket.
RunKeeper makes tracking your workouts fun, social, and easy to understand so that you can improve the quality of your fitness. [A little vague. Could be improved and expanded to hint at our big, huge mission of making the world healthier and giving people more information/control]

About us http://runkeeper.com/jobs
What We're All About
RunKeeper is a mobile fitness platform with millions of users that enables runners and other fitness enthusiasts to track, measure, and improve their fitness. Though RunKeeper started out as a mobile fitness tracking app, we've expanded to include a vibrant online health & fitness community, and have integrated with over thirty devices, apps, and web services across a broad range of health categories to date. Hundreds of future integrations are in the works via RunKeeper's Health Graph API. Learn more about our business strategy here.
"Facebook of fitness" is only part of the story; we're building the glue to tie together disparate health and fitness systems across categories, and enable valuable services to be layered on top. Just as Facebook, Apple, and Google leveraged their core to emerge as the center of the ecosystems that they created, we plan to do the same. [Facebook of fitness concept seems outdated and not used internally as much anymore; shouldn't be used externally. Language here should be expanded up, "valuable services," etc seem a bit vague]

Why We Love What We Do
As RunKeeper continues to evolve, we're committed to building an incredible team. We're a group of passionate, entrepreneurial self-starters dedicated to achieving RunKeeper's vision to become a hub for health and fitness data. As a member of the RunKeeper crew, you'll be comfortable in a fluid start-up environment and will bring an energetic and creative approach to your work. We're based in Boston and offer a competitive compensation package, including stock options for all employees. Come run with the pack! [This is generic to a lot of companies that are hiring. We need to spell out what stands out about us! Show, don't tell]


Core Values http://runkeeper.com/corevalues
In one form or another we're all directly or indirectly excited (obsessed even) about health at RunKeeper. With health at the heart of our culture at RunKeeper, there's a lot that can be done to formally extend that into our culture.
We build a product that aims to make the the world a healthier place. We have a unique advantage as a company; many of us are just like our users. We are active runners, cyclists, walkers, hikers, swimmers and even martial artists. We combine these interests with the interest in building a product that helps improve our own health and the health of the world.
By fully embracing health at the heart of our culture we are able to walk the walk as well as talk the talk. Below are a list of values that we use to drive everything we do at RunKeeper:

Users come first.

The first question we should ask ourselves when evaluating any course of action is, how does it affect our users?

Done is better than perfect.   [I think we could be a little more thoughtful in how we word this. Maybe emphasize the fact that we are experiment and take (smart) risks and depend heavily on user feedback in the process...]

While we take great pride in our work and have a tendency to want things to be perfect, it is important to fight through that tendency, move quickly, and receive continuous feedback and learning as we go.

Be relentless. [I think we could expand on this a bit more.]

We have a huge vision and lots of work in front of us, and there are a lot of people who doubt us and tell us it can't be done or that it can't be us. In order to make sure that it is and will be, each one of us needs to be relentless in all that we do.

Stay humble.

No matter how much success we achieve along the way, it is important that we stay humble and remember where we've come from.

Work together.

Smarts and hard work are important, but they are nothing if we don't work together as a team. [We could plug more of our team/anti-silo model here.]

Take risks.

It is essential that we create an environment where it is OK to take risks.

Trust is everything.

Trust takes years to establish and seconds to destroy, and this trust is paramount to all that we do.



Social Media Profiles
FB: RunKeeper helps you track, measure and improve your fitness!
TW: Track, measure, and improve your fitness.
Tumblr: RunKeeper is the personal trainer for your pocket. Track your running, walking or biking activities with our mobile app (iPhone and Android), or log in to the website to get further insight into how you're doing against yourself or your friends. [All of these could use some language beyond the track/measure/improve, because RunKeeper is so much more than that now.]

Announcements
2.8 release http://blog.runkeeper.com/post/34104321431/motivation-for-you-and-your-friends-straight-from-your
Note: This release is for iPhone only at the moment, Android is coming soon!
We’re pleased to announce that a big new release (iPhone version 2.8) is now live!  This one is particularly sweet, since it brings some long-requested features from many of you in the RunKeeper community.  We hope you enjoy it!
Here’s what’s new in this version:
Friends & Leaderboard
Now you can find your Facebook friends and phone contacts that are already RunKeeper users and invite new people to join—without leaving the app. In the spirit of healthy competition we also added a leaderboard, so you can see how you stack up against your friends each month. You can even *nudge* your not-so-active ones to go for a run, walk, or bike ride in order to give them a little extra motivation!   
‘Me’ tab
Sometimes your best competition is against yourself! With the ‘Me’ tab, it displays insights on your activity history and progress against your goals in one convenient place. It compares how you’ve been doing this week/month versus the one prior, and showcases personal bests that you’ve achieved while using RunKeeper.  Check it out, and keep tabs on how you’re doing over time!
Scheduled workouts
For those of you that need a little extra motivation, you can now schedule your next workout as you finish your last one!  This way you will get a notification on your phone when it is time to head out, to make sure you go through with it.  If you are following a RunKeeper training plan, you can also create automatic alerts for each workout in your plan, if you choose.

Try it out, and let us know what you think!  There is a whole lot more where this came from, we can’t wait to show you what’s next. [I'd like to incorporate more language in the future on our bigger vision of making people healthier, and have that theme be a consisten thread throughout all our material]



B. The second portion of the assignment is to brainstorm all of the different constituencies for your communications as well as every potential touchpoint for your brand.

Current Users
Potential users
Investors
Competitors
Press
Health Community: MDs, athletic trainers, policy makers
Potential hires
HealthGraph API Partners
Local Boston community (universities, businesses, city/state government)


C. Also, this week, please create a list of every touch point your brand has.
Website
App Store
Sign Up Process
In App Text/Screens/Features
User profile
Fitness Feed
Support Pages
Blog: Main RunKeeper & HealthGraph
Facebook
Twitter
Instagram
HealthGraph partner blogs/announcements
Product Announcements
Press Releases
Internal E-mails/communications
Press Writeups
Recruiting and Hiring Practices
Race Participation

Milestone #2

Investors

Consumers 

Business press

Potential partners

Healthcare industry 

How is RunKeeper different from the competition?
We were early to the market (one of the first 200 apps in the iTunes store), but competition in the fitness tracking apps space has definitely increased. We’ve evolved to see ourselves as a broader healthcare data platform, where we can be the place that all other apps can connect to and share information in a meaningful, powerful way. We’ve continued to iterate on our existing product to give our users not just the ability to track their workouts, but the motivation and tools to develop healthy habits. We do this through social accountability and connection, the ability to concretely set and pursue fitness goals, and resources and training plans from the best in the industry.

How can you build a big business as an app company?
It’s tough, that’s why we’ve never seen ourselves as just an app company. We have worked to evolve into a broader health data platform, and believe that if we can provide tools that give consumers and the healthcare industry insights to solve major problems, we will have a very big business. 

Why haven’t you expanded to [insert sport here]? What about what users want?
We’ve focused on activities that can be tracked via GPS input, and have continued to iterate around this. We see the Health Graph as a huge source of potential activities and sports apps that can be part of the RunKeeper system.

How will you make money ultimately?
We started by selling a paid app, added a free app, and then made our premium version free. We still pull in money from a premium service subscription, though monetization is not a big focus at this point. Healthcare is ripe for innovation, particularly around improved information sharing and the development of healthier behaviors as prevention of serious chronic conditions.  We believe if we can prove ourselves to be a powerful tool in solving these problems, we will have plenty of options for monetization in a big way.

How can you support that in the meantime?
We have investors with deep consumer experience and long-term horizons, and a team who is working hard to chase down answers, experiment, and pursue answers to big problems.

What if people don’t want to share their personal health data, especially on health?
We understand privacy around personal information is a very sensitive thing, and we do everything to let users keep their information just as private as they want to. But we think there is a shift in the sharing of information, with people being much more open about socially sharing once private things. We think those people will want their fitness information to be used in a meaningful and helpful way, and we want to be at the center of that.

What big tech challenges is RunKeeper working on?
We’re chasing hard after the challenge and opportunity in mobile health data. We want to not only give consumers the ability to collect and visualize that information, but we ultimately want to make it accessible and insightful enough for consumers and the broader health community to use to make significant changes in health.  We think we are pursuing core answers to problems such as obesity, healthy behaviors, and the usability of health data.

What’s innovative about the RunKeeper culture?
We have a lot of the perks plenty of startups boast of (fun, informal vibe and good telecommuting policy, for example), but go a lot further than that. We put a ton of thought into who we hire, so that once they are here, they are mayors. They own whatever function we have hired them for and are not micromanaged. Also, no person or even team is an island. Every facet of the team knows what the other is up to, and this message is communicated across the company regularly and openly.

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