During the summer of 2023, I had the privilege of serving as a strategy intern at ALTO New York, recognized as Adweek’s 2023 Small Agency of the Year.

With the launch of "Freedom Calls," Consumer Cellular adeptly seized the attention of individuals aged 55 and above, tapping into the essence of the freedom associated with aging. By showcasing the inherent freedom within Consumer Cellular's phone plan, the company effectively engaged this audience.

In 2022, two Consumer Cellular stores debuted in The Villages, America's largest retirement community located in Florida. To further foster community engagement with the new stores while aligning with the theme of freedom, I conducted a comprehensive customer analysis through qualitative and quantitative research.

This included exploring forums and interviews to understand the specific needs, preferences, and behaviors of residents within The Villages. Additionally, I analyzed demographic data and market trends to identify key insights relevant to individuals 55+. Through this multifaceted approach, we gained insights into paths to position Consumer Cellular to better resonate with the community while emphasizing the theme of freedom.