How the 360° strategy opened European markets to ATM System
About the Company
ATM System is the undisputed leader in image and sound transmission technology and a specialized technological partner for major film, television, and event productions. As part of the renowned ATM Grupa, the company operates independently, utilizing an impressive equipment fleet and facilities in Wrocław and Warsaw.
The ATM System team executes comprehensive projects—ranging from production planning and camera or lighting rentals to advanced live broadcasts using modern outside broadcast (OB) vans. The company is currently in a phase of dynamic growth, with a strategic goal of intensive expansion into European markets.
Objectives and Challenges
At the time of initiating cooperation with the JAAQOB agency, ATM System possessed immense potential and a strong reputation, which nonetheless required reorganization and a modern approach to meet international ambitions.
The main challenges faced by the Client:
Inconsistent brand image: Previous identification and communication were fragmented, which hindered the full representation of the brand’s position as an innovative technological leader.
Complex sales process: A long, multi-stage purchasing cycle involving numerous decision-makers required precise targeting and optimization.
Need for automation: The lack of an integrated CRM system and automated quoting tools limited the potential for sales scaling.
International competition: Successfully entering foreign markets required a clear definition of unique selling points (USPs) and effective differentiation from global players.
Objectives set for the JAAQOB agency: The primary goal was to create a scalable brand ready for foreign expansion. The project involved a comprehensive brand rebuild—from strategy and rebranding to the implementation of advanced digital tools supporting sales.
Implementation Process
As a 360-degree agency specializing in strategy, JAAQOB approached ATM System’s challenges holistically. Our actions were based on hard data and in-depth analysis, which allowed for the precise design of every stage of the transformation.
SWOT analysis and competitor audit: We identified the brand’s market position and opportunities arising from equipment shortages (e.g., lenses) among international competitors.
Segmentation and Targeting: We identified key target groups (including film producers, TV stations, and event organizers) and developed detailed Protopersonas.
Value Proposition Canvas (VPC): We defined unique brand values, such as comprehensiveness, operational reliability, and access to top-tier equipment.
The result of these efforts was a communication strategy and a positioning strategy that became the roadmap for all further activities. We developed a Brand Perception Word Map and a unique Tone of Voice that combines professionalism with a passion for technology.
Logo Design: We refreshed the corporate mark by introducing a modern signet composed of three intersecting ellipses. These symbolize the essence of the company’s business: the transmission of light, image, and sound.
Visual Identity System: We developed a consistent color palette, typography hierarchy, and a set of graphic motifs that build brand recognition.
Brandbook: We developed a professional brandbook that systematizes the rules for using the brand across online and offline channels.
After
CONTENT LIBRARYWe created communication modules based on the “benefit + proof” framework, which help sales representatives build compelling offers.
TEMPLATES AND COPYWRITINGWe developed ready-to-use templates for expert articles, press releases, and LinkedIn posts, and prepared content for the new website in alignment with the established Tone of Voice.
UX Functional Wireframes: We designed the user journey to minimize the path from the catalog to the request for proposal (RFP).
UI Graphic Design: We created a modern, modular design system in a pixel-perfect standard.
Programming and Automation: We implemented the website using WordPress, integrating it with the CRM system. Thanks to the “add to inquiry” feature (quote cart), the lead generation process has been fully automated.
Analytics: We implemented GA4 and Google Tag Manager, allowing for real-time monitoring of micro-conversions and KPIs.
Summary and Results
The collaboration between ATM System and JAAQOB has delivered tangible benefits, transforming the company into a modern, cohesive brand ready for European expansion. Thanks to a strategic approach, the client gained not only a new image but, above all, effective business tools.
Key results of the collaboration:
SALES AUTOMATIONImplementation of an online catalog integrated with CRM enabled the automatic transmission of precise RFPs, significantly reducing the sales department’s workload and accelerating customer service.
CONSISTENT AND STRONG BRAND IMAGEThanks to the new branding and communication strategy, ATM System is perceived as a professional, premium partner, which builds trust in international markets.
- OPERATIONAL EFFICIENCY
The ready-to-use content library and proposal templates allowed the team to quickly create professional sales materials, saving valuable time and resources.
OPTIMIZATION AND VISIBILITYThe website meets rigorous Core Web Vitals requirements (LCP < 2.5s), which supports SEO rankings and ensures an excellent user experience.
READY FOR EXPANSIONThe company now possesses a complete ecosystem of tools (strategy, website, sales support materials), which serve as the foundation for effectively scaling the business internationally.
By combining a precise strategy with creative implementation, ATM System now holds a strong competitive advantage and is fully prepared to achieve its ambitious business goals.
