Rocio Valdivia, Global Community Team Programs Manager, on August 14, 2024, proposed a new initiative. It aims at investing some of the WordPress Events/WordCamp funds towards marketing and promotional activities aimed at attracting more new attendees. This is expected to increase recognition and interest, eventually leading to growth and diversification at a global level.
Part of the proposed funds would go to advertisements, pending the Program Manager’s approval during the budget re-evaluation stage. These funds, drawn from the Global Sponsorship grant, could range between $50 and $400 depending on various factors such as the organizers’ skill and the size of the local community.
The method of advertising could vary from print, radio to digital, ensuring maximum outreach. The allocated budget for advertisements would be strictly monitored to guarantee efficient use of funds.
WordPress: Using ads for audience diversification
Any leftover advertising budget may either be rolled over for future use or allocated to other areas requiring financial assistance.
Valdivia extended guidance on effective use of advertising funds. She recommended making use of various platforms for promoting, including online forums, calendars to local businesses and influencers. Creating consistent eye-catching posts and responsiveness to inquiries to build a positive audience rapport were also emphasized.
The proposal follows a drop in new attendees despite increased event frequency. Recognizing the importance of novice attendees, a strategic plan focusing on target engagement and audience development was proposed by a Community Specialist at Automattic.
The proposal has been received with mixed feelings in the WordPress community. Some members have welcomed the proposition such as Yoast’s Community Manager, Taco Verdonschot, who suggested forming a dedicated PPC team overseeing the campaign operations, whereas others expressed concerns about the potential cost implications and the need for effective execution.
Feedback on these changes was accepted until August 19, 2024, following the Community Team’s recent decision to allow religiously affiliated venues to host events. Despite a decrease in WordCamp attendance between September and November 2024, the WordPress community remains optimistic about these proposals.
