AT&T Connects With Seniors

AT&T is connecting with the over-65 set this fall by hosting a series of free educational events throughout the Northeast. The regional Cell Phones for Seniors and Surfing for Seniors program kicked off at senior centers in Connecticut and Massachusetts in mid-August, and will likely expand to other states.

At the events, attendees learn about cell phone basics ranging from volume control and emergency use to storing phone numbers and sending text messages. Brand reps are also on hand to give seniors the tools and confidence to navigate the web, avoid spam and protect their privacy online. Attendees can bring their cell phones to the events or get hands-on practice on one of AT&T’s loaner phones. The brand uses the educational initiative as a platform for introducing itself and its products to a demographic that the company says is embracing technology more than ever before.

“A lot of seniors have a cell phone primarily for emergency purposes,” said AT&T spokesman Adam Cormier. “What we’ve seen are users of that variety now getting into, ‘Maybe I’ll keep my phone on all the time,’ and they have questions about charging the battery. And then it’ll go to, ‘My grandchildren sent me a text message and I want to be able to read it and reply back to it.’ So those are types of things we’re finding and talking about.”

To promote the classes, local AT&T employees reach out individually to nearby senior centers and ask if they’d be interested in hosting the free event. In exchange, the brand asks for a mention in the center’s newsletter or calendar, and then supports the events (which are open to the public) with p.r. outreach to local newspapers.