Services won't start / how to install license.

Hi. We recently had a problem with Service Desk Plus where the service went in "hang." After reading through the forums on similar problems we backed up the database and reinstalled (same build).
We now have two problems - firstly (the easiest problem) is how can I apply the license file when we cannot access the program.
The second is that when we try to start the program it hangs or simply stops. Starting the program using the "run.bat" batch file has the following effect.

It seems we should approach the problem my fixing the license file first, then seeing why the program services will not start. Please let me know what you need from me in order to error search the problem.

Thanks in advance!
Under is a portion of the wrapper.log