Sport Club Internacional came to Intelly with a big question: important 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.
Segmentation of contacts from the club’s internal system, maintaining the integrity of the databases through connection via web-service of the iSend integration module.
Commercial marketing actions, made for Sport Club Internacional customers interested in relating to its database, carried out by interest group, through the message module.
Direct and assertive communication to the desired audience through segmentation carried out in the contacts module.
Availability of releases and official news from the club’s press office to a select mailing list of journalists from the main Brazilian and international outlets. Due to the ease of content creation through the news module, the department was able to have agility and standardization for creation, combined with the distribution of iSend and especially the possibility of monitoring reading, clicks and interests by the vehicles.
Availability, in an exclusive area for members, of the Inter Magazine, in digital format. A major awareness campaign was created to replace the printed magazine with the digital magazine, with the donation of lawn beds to the first 300 members who opted for the magazine. The project is being so successful that today there are more than 10,000 members who have opted for the digital magazine over the printed one. This is all thanks to iSend’s digital magazine module.
Availability of the iSend tool for use by the club’s consulates, spread across all Brazilian states and several countries, to be able to communicate to their bases.
With the integration of the databases via the iSend integration module, it was possible to automate an important action for the club: the monthly sending of a statement for conference to the members. Assembled dynamically and without human intervention, the statement is sent to all members, informing all the movement that they have made in the club.
Commemorative dates are now made through the iSend card module. Every day several members receive a beautiful birthday card with a video of the club’s administrative team. A fully automated initiative by iSend. Special actions promoted by the Inter Museum, schedule of events, special dates are all carried out and distributed by the tool.
And in particular, through the iSend monitoring module, the measurement of reading rates, analysis of the ideal frequency of submissions, monitoring of error returns and reasons for cancellations is carried out, so that the club can take correction actions in a timely manner, thus maintaining the adequacy of the frequency x relevance of the communication. Combined with the monitoring module, all work done with iSend is divided into cost centers for later monitoring by the financial department.
Another highlight is the integration of communication and marketing actions carried out by iSend with Google Analytics (the club’s website monitoring tool), thus making it possible to know the number of hits generated to the site through email actions.
iSend enabled Sport Clube Internacional to segment a large bank of contacts, combined with the standardization of communication by the most diverse areas and departments of the club, integrating these areas into a single technology platform that generates and distributes varied content to its target audience, enabling the monitoring and correction of actions instantly. Many departments were positively impacted, obtaining gains in productivity, speed and satisfaction of the club’s biggest customer: its members.
With the growing use of iSend, new departments were trained and began to carry out their actions through the product: Inter Museum, Rede Colorada, Inter Store, etc. New actions are underway, such as sending SMS to members for important announcements on game days, sales of sponsorship spaces in the digital magazine, which will have more content than the printed magazine, among many other actions in planning.
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