The Inte Software Partner Program provides independent software vendors with a portfolio of standard and premium benefits to support them across the entire product cycle – from planning, to developing, to marketing and selling of their application. The marketing campaign was created to generate awareness and recruit new developer partners. From the print and online advertising, html email correspondence, collateral and online demos, the program generated an overwhelming interest and participation. The concept of Intel becoming “Your” Partner was considered a friendly voice that connected with the vendors. The vocabulary of “My” Benefits or “My” Tools, helped to re-enforce their empowerment once enrolled.