Background
Syntrillium Software’s Cool Edit digital audio editing and production software evolved from Shareware to become an underground success story of the Digital media age. Cost effective and feature-packed Cool Edit became the standard editing software of consumer and pro-sumer musicians and DJS, traditional and Internet radio stations, production houses, videographers and home recordists.

Challenge
In 2001, partly as a result of Syntrillium’s success, the market for PC audio editing software was beginning to mature. Syntrillium’s owners/executives recognized that without a video offering or another strategic addition to its product line, the company’s annual growth rate would dwindle rapidly. The owners/executives decided to pursue an exit strategy while the company was at the height of its success and hired Griffin to raise its profile in the technology, musician and corporate media markets.

Hired by Syntrillium Software in June 2001, Griffin developed a public relations program to position and promote Syntrillium Software in the corporate and technology business media, to showcase the depth and proficiency of its technology and also to leverage brand associations with other technology leaders including Microsoft, Edirol, Mackie among others.

In doing so, the agency placed and successfully managed a wide array of product reviews in consumer electronics, digital lifestyle, musician and PC computing media outlets. The agency also implemented a lifestyle program promoting the fact that professional-grade digital audio recording, editing and production was now accessible to the masses. Highlights of these efforts included positive placements with U.S. & World Report, Rolling Stone, PC Magazine, The Chicago Tribune and Guitar World. Corporate coverage included placements with Billboard Magazine, Pro Sound News and other audio trade outlets.

Syntrillium’s profile was never higher than at the CES Show in January 2004 when the agency, through our connections with DELL Computer, arranged for former Byrds lead signer, Roger McGuinn to demo Cool Edit Pro on a Dell Inspiron 8200 multimedia laptop on stage with Michael Dell as part of Dell’s keynote address to the convention.

In May 2003 Adobe Systems Acquired Syntrillium Software.