This document is a comprehensive summary of Calm's offerings, its unique position within the meditation app industry, its competitors, and its growth opportunities. This project gave me a deeper understanding of Calm as a company, its mission, and communication queries that I can research. The backgrounder helped me choose a focus for the rest of my projects for the class: does Calml's communication strategy conflict with its image as an aid for mental health?

I analyzed Calm's traditional, owned and social media content to determine its overall communication strategy. My findings revealed that Calm had a large presence in traditional and social media, but its name, a commonly used word, makes tracking media mentions difficult. Comparatively, its top competitor Headspace has a unique name that yields clearer results.

This report compiles findings from a qualitative interview with a target audience member and a quantitative survey of meditation app users. I outline Calm's communication strengths, weaknesses, threats and opportunities. I also provided two audience personas to reflect different sectors of Calm's audience. Although Calm performed well with the middle-aged women group, there are opportunities to grow in the young adults group.

I tracked the performance of Calm's Instagram posts over a period of 10 weeks. I analyzed trends in the amount of interaction with each post to identify possible features that yield the most interaction. Singular photos that shares mental health advice consistently performed better than other formats and types of content.