Marketing & Communications Department

Marketing Vision
To strategically and effectively market the City of Portsmouth and its uniquely diverse attractions, events and offerings within the City of Portsmouth and Hampton Roads as a vibrant and desirable place to live, work, play and conduct business.

Result: Position Portsmouth as vibrant and prosperous using an “inside-out” approach.

Marketing Mission
Marketing and Communications promotes strategic, creative and innovative communications solutions that align with Destination Portsmouth and Council’s Economic Development initiative. It also builds integrity with all of our constituents, and focuses on our assets in a cost-effective and sustainable manner. Efforts will focus on our history, maritime and nautical heritage, and a bold new direction for the future.

Result: Consistent branding and promotion of the City of Portsmouth

The Marketing Strategy is built around seven goals or critical success factors (csf):

• CSF 1 Unified & Consistent Voice:
  Enhance marketing and communications in an effort to project a clear and unified voice across all functional areas using a multi-media strategy.

• CSF 2 Return-On-Investment:
  Maximize the potential of business and community relationships and partnerships to increase the value of the media-buy and overall return-on-investment.

• CSF 3 Position & Placement:
  Expand branding and marketing strategies to enhance and improve Portsmouth’s position and product placement in the Hampton Roads marketplace.

• CSF 4 Marketable Assets:
  Brand and cultivate interest in marketable products on a consistent basis by using an integrated marketing approach to create impact.

• CFS 5 Economic Development:
  Build synergy and enhance image internally and externally in an effort to retain business, foster an environment to do effective cultivation and business development, and change old perceptions of Portsmouth.

• CFS 6 Destination Portsmouth:
  Support planning initiatives in an effort to improve and enhance Portsmouth as a sense of place/destination within the heart of Hampton Roads.

• CFS 7 PCTV:
  Re-organize, re-align and re-brand the City’s municipal channel as
  a primary marketing and communications tool to reach the citizens of Portsmouth
  and Hampton Roads.