A free marketing agency, drawing on university expertise and student talent, has been launched in Portsmouth as part of a wider effort to improve business capability, productivity and long-term growth across the city.

The new initiative is designed to boost the marketing capability of Portsmouth’s business community. The Marketing Agency is a free service, delivered as part of the Portsmouth Business Support Service, and is a collaboration between Portsmouth City Council, the University of Portsmouth, and Shaping Portsmouth.

The service enables local businesses to tap into fresh ideas, data-driven insights, and the industry‑relevant skills of undergraduate and post-graduate students from the University, guided by specialist marketing academics.  These projects can provide services such as market insight, social media optimisation, audience definition, brand development, competitor analysis, and SEO (search engine optimisation) to strengthen marketing activity and inform strategic decisions.

This new partnership enhances the Portsmouth Business Support Service and complements the existing provision from Portsmouth City Council and Shaping Portsmouth, while enabling the next generation of marketing specialists to develop industry experience alongside their studies.

During the development of the Marketing Agency, students from the University worked with Portsmouth Football Club on several projects to raise the profile of Pompey Women, following their transition to becoming a pro team.

Students conducted a range of research, analysing the results to produce a tailored digital marketing strategy and actionable insights to guide SEO strategy, content planning, and understanding customer behaviour.

Matthew Barker, Head of Marketing & Communications at Portsmouth Football Club said: “Working with The Marketing Agency has been a truly positive experience. As a University of Portsmouth alumni, it’s been great to see the University and Shaping Portsmouth collaborate in supporting the growing business of sport. We’re all looking forward to the fresh thinking students will bring, particularly in helping grow the visibility of our women’s team at an exciting time for women’s football.“

Cllr Steve Pitt, Leader of Portsmouth City Council with responsibility for economic development said: “Portsmouth is full of ambitious, creative, and determined businesses, and The Marketing Agency gives them an outstanding new resource. By linking expert academic support with on‑the‑ground business needs, we’re helping organisations across the city strengthen their marketing, grow with confidence, and stay competitive. This partnership is a brilliant example of how working together can deliver real economic benefit for Portsmouth.”

Professor Anne Murphy, Deputy Vice‑Chancellor (Education) at the University of Portsmouth, said:
“This initiative shows how our students’ talent and research expertise can drive meaningful impact for local businesses. The Marketing Agency gives students invaluable hands‑on experience while enabling organisations to make informed, strategic decisions. We are proud to collaborate with Portsmouth City Council and Shaping Portsmouth on a programme that supports both learning and economic growth.”

Shaping Portsmouth CEO, Dave Humphries said: “Shaping Portsmouth is delighted to partner with the University of Portsmouth and Portsmouth City Council on The Marketing Agency initiative. By working together, we’re able to provide free marketing expertise to local small businesses and real world experience to our talented University students, further strengthening our city’s business support offer.”

For more information visit go.port.ac.uk/TMA  or email studentprojects@port.ac.uk