Technology

Xerox New Enterprise

SITUATION:

Chrystal Software, a Xerox New Enterprise Company, was ready to launch Astoria 3.0, Chrystal's document and content management system for technical publishers. The international launch of Astoria faced a number of immediate challenges. Astoria was one of the first document management products to support XML. It was an enterprise-wide solution, making a simplified product description even more difficult to craft. The Chrystal Software brand name and Astoria product line was unknown to the U.S. marketplace and media.

EXECUTION:

• Exercised MJE high-tech industry connections and scheduled a nationwide analyst and media tour.
• Created a cohesive, journalist-friendly press kit.
• Put several electronic public relations tactics into motion.
• Established electronic media kit on Business Wire.
• Set up a virtual press office at the Seybold Conference in New York.

RESULTS:

• One day prior to launch, KM World Magazine touted Astoria 3.0 in the editor's choice of Hot Products.
• 3 positive analyst reviews.
• Chrystal Software saw more then 150 placements during the first half of its launch year in online, national and international publications including: Internet World, PC Week, PC Magazine, InfoWorld, Information Week, Web Developer News, Forbes Digital Tool and French publication Programmez!