Sport Club Internacional came to Intelly with a big question: important and
The Eva Klabin House Museum houses the collection assembled by Eva Klabin (1903-1991), one of the most important collections of classical art in Brazilian museums, with more than two thousand pieces covering a time span of almost 50 centuries, from Ancient Egypt to Impressionism. The collection is on permanent display and open to the public in the house-museum installed in the residence where the collector lived for more than 30 years and includes paintings, sculptures, furniture and decorative art objects.
Since 2004 it has had the Breathing Project, which aims to create contemporary art interventions in the classical art collection of the Eva Klabin House Museum. Curated by Marcio Doctors, the project consists of inviting contemporary artists to intervene in the exhibition circuit of the house-museum, creating a bridge between the consecrated art of the past and contemporary manifestations.
The Eva Klabin House Museum also offers musical activities developed from three different fronts, the Eva Concerts, the MPB Eva and the Eva Concertinhos Project. With the “Concertos de Eva” they offer classical and instrumental music from various eras and styles, and the performances are performed in their music room. “MPB Eva” is a project that provides for the realization of Brazilian popular music concerts in the courtyard, presenting unprecedented shows by established artists or groups of relevance in the Brazilian music scene.
The “Concertinhos de Eva” series is a project that promotes musical events aimed at children and young people and their families. As of 2017, in addition to presentations for the general public, the Eva Klabin House Museum began to hold specific concerts for students and teachers from the public school system, in a partnership established between the Eva Klabin House Museum and the Coordination of Integral Education and Curricular Extension/SME-RJ/E/SUBE/CEIEC.
The educational partnerships that the Eva Klabin House Museum established took shape with the creation of the Education program in 2014, designed with the objective of enabling various experiences with the public, such as mediated visits and workshops on artistic practices. The sector’s team has been working, since the beginning, in cooperation with formal education and non-formal education professionals from different levels of society, collaborating in the elaboration and realization of important artistic-pedagogical projects.
companies such as Reebok, Banrisul, Nike, etc., wanted to carry out marketing actions by e-mail for the registration of club members. As the club did not have systems, nor its own infrastructure for these actions, it was failing to increase its revenues.
Another point to be improved were the communication actions by the club’s administration, especially in the days before the big games, with regard to communication of access to the stadium, flow of traffic routes, etc.
Another frequent problem was related to the increase in queues at the Member Service Center – CAS, especially on important game days, generating discomfort for everyone, as many members left it for the day of the game to pay the monthly fees.
Considering also that interest in club-related matters is often different among audiences, there was a need to carry out segmented submissions and to ensure that communication was completed successfully.
Since 2019, the Eva Klabin House Museum has been using iSend to publicize its programming, finding on the platform the necessary resources for a wide, fast and efficient dissemination of its events to the public. However, as the programming was mostly face-to-face, the use of the platform’s possibilities was still measured during the first year.
In 2020 and 2021, due to the COVID-19 pandemic, the Eva Klabin House Museum transferred most of its programming to the digital medium. For this reason, they needed a means capable of informing the public of these changes, directing them to the areas where the activities took place and ascertaining the interest and access to their events.
During 2020, weekly newsletters became one of the main means of disseminating their activities. That year, they began their actions called “Our house in your home”, through which they increased knowledge about the interests of the public. By including links in the texts and images, they were able to redirect them to the place of the event or activity offered and also know which content was most accessed.
In 2021, using the newsletter as a kind of magazine for the Eva Klabin House Museum, they began to develop thematic axes for each submission. From this decision, newsletters became not only a means to publicize their actions, but a space for communication and learning not only about the collection, but about art and culture in general.
From the transformations in the communication established in the newsletters, the Eva Klabin House Museum noticed greater access to its emails and an increase in public engagement in relation to the proposed activities. In this sense, they reinforced the value of the “reporting” sector within the platform, which enabled them to perform a detailed analysis of the accesses to their content and the emails that interacted with them the most, increasingly enabling knowledge about their audience.
The Eva Klabin House Museum, using the iSend platform, was able to communicate with its audience, informing its activities and establishing links that direct to the areas where they take place, which was fundamental in the years 2020 and 2021, since they made much of its programming online. In addition, through the reports, they became aware of which emails interacted the most with their content and which activities had the most engagement. In this way, they were able to adapt their language, approach and dissemination based on the evaluation of the results obtained.
According to Marcio Doctors and Juliana Cunha, the choice for iSend was made after realizing that the tool would allow them to get closer to their audience in this difficult time we are going through. They also describe iSend as a tool capable of “bringing worlds closer together”.
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