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Company: WP Engine
Company Description: WP Engine, the WordPress technology company, provides the most relied upon and trusted brands and developer-centric WordPress products for companies and agencies of all sizes, including managed WordPress hosting, enterprise WordPress, Headless WordPress, Flywheel, Local, and Genesis. WP Engine’s tech innovation and WordPress experts help to power more than 1.5 million sites across 150 countries
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Products
 Nomination Title: The WordPress Economy Study
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
June 8th, 2021
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 127 words used.
Since its launch in 2003, WordPress has grown from a platform known for its popularity among bloggers to the dominant type of site on the web and the most popular way to build websites around the world. We found that there were negative misconseptions about WordPress, depsite making up 43% of the internet. After speaking with agency customers, we realized we needed to provide collateral for agencies to sell the power of WordPress. In an effort to capture the full breadth, reach, and potential of this extensive ecosystem, WP Engine spearheaded the first comprehensive analysis of the combined global economy for WordPress. As no reliable benchmark valuation of the WordPress economy currently exists, we needed to innovate a methodology and solution for arriving at a reliable valuation.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 204 words used.
The research, commissioned by WP Engine and carried out in the U.S., UK, and Australia by Dr. Chris Brauer, Director of Innovation in the Institute of Management Studies (IMS) at Goldsmiths University of London and Vanson Bourne, was undertaken to assess the economic value and the social impact of WordPress. It included a comprehensive review of academic and industry literature, including adjusting OECD economic indicators for digital economies as well as complementary primary data and analysis of economic value through industry valuations and projections from surveys of WordPress Economy research group members, 400 businesses and 400 WordPress end users. The study also brought together an incredible, broad group of more than 100 collaborators (listed below) representing a cross-section of the various, dynamic aspects of the WordPress ecosystem: hosts, agencies, publishers, plugin and theme providers—all businesses which derive revenue in some way from WordPress and helped provide guidance on the study.
The study began in January 2021 with initial planning, culminating in a launch in June 2021 including a press release, blog, ebook, media coverage, WordPress economy forum, and conference sessions. Vanson Bourne provided the raw data, Goldsmiths interpreted the data, WP Engine built the narrative, assets, and pulled together the 100+ company consortium.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of January 2020. Even if your initiative started before January 2020, limit your response to activities and results since the beginning of July 2019 only (up to 250 words):
Total 73 words used.
Our study found that the WordPress Economy is worth $596.7 billion in 2020, and is expected to grow to $635.5 billion by the end of 2021. The study resulted in 51 pieces of media coverage as well as an ebook, whitepaper, blog, and other marketing collateral. Overall, the study helped put a number on the size of WordPress and gave ammunication to our agency partners to go out and sell WordPress.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 10 words used.
https://wpengine.com/blog/wordpress-economy-drives-more-than-half-a-trillion-in-revenue-new-global-study/
https://wpengine.com/wordpress-economy/
https://www.techradar.com/uk/news/wordpress-ecosystem-racks-up-more-than-half-a-trillion-in-revenue
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