Planet Forward

A Project of Public Agenda

The Challenge
Non-profit media organization seeks to design, build and launch an interactive community that enables discussion/sharing about the exploration of energy, climate change and sustainability, and integrates Web site and user-gen content from site into nationally airing PBS TV broadcast special.
The Solution
Marketechnique's team offered efficient end-to-end content and product development expertise, and served as a plug-in staff from inception through site launch and cable TV integration, managing site design and development. Our team developed site IA, content plan and strategy, and social media site elements, integrating our workflow with the clients editorial and development teams.
The Results
Over 1MM citizens engaged with the Planet Forward content online, through the PBS broadcast or through social media. The newly launched site received over 30K visits and over 133K page views within a month of launch.


The Challenge
Pre-beta browser-based info service product determined to be ad supported but no thought or process for market situation for advertising, ad inventory, ad sales, planning etc.; CEO and COO were not Web savvy, the former being a vid game creator and the latter being a print publishing executive.
The Solution
Marketechnique deployed a small ad ops and UI/UX team to assess current capabilities, define best practices, create recommendations and then execute key design documents for startup’s developers.
The Results
Our team deployed for discovery phase, evaluated and assessed needs and executed ad ops and user experience/interface product development.

Zelnick Media

The Challenge
Private Equity firm acquires three craft-magazine digital franchises. All digital operations from edit to ad sales from development to external vendor relationship were in need of rebooting. Marketechnique managed key relationships with the Board (PE firm); CEO; Editorial teams; Advertising lead and external Web and AdOps vendors.
The Solution
Hart Hooton deployed as Acting Digital General Manager for a long engagement while deploying our team to handle a variety of strategic and operational needs across internal editorial, ad sales, ad operations departments, as well as with external infrastructure and ad operations vendors.
The Results
Our team worked hand-in-hand with senior staff to accomplish numerous deliverables including a strategic review and strategy development, technology assessment and evaluation, operational transition to new publishing platform and development of a new pro forma P&L for the board.

Alley Corp

The Challenge
Early-stage startup is developing content and product to aggregate end-of-life information for consumers, with an eye to creating a services listings model. Chief Content Officer new to digital needed expert guidance and User Experience/User Interface and design/development team to optimize and refine product.
The Solution
Marketechnique deployed small SWAT team to review and refine site information architecture; then provide UX/UI review and assessment; and then execute against our recommendations with agile sprints for two user-generated content features.
The Results
Information architecture refined, user-generated content features launched on time and on budget.

Celia Herrera

Design, Development, IA/UI/UEX

Celia Herrera has 20+ years of experience in designing user experiences through engaging and relevant technologies. Celia has spearheaded design and development projects and teams for clients ranging from Google to PBS and The Clinton Foundation.

Ken Kantor

Marketing, Product Development, Strategy

Ken Kantor has over 25 years of digital leadership experience in Fortune 500 companies and cutting-edge start-ups, including Time Warner, Sony Music, IBM, IAC/InterActiveCorp, NetActive, QualityHealth, GroundLink, and The New York Times.

Tom Watson

CauseWired Founder & President

Tom Watson is a journalist and consultant who has worked on nonprofit causes for the past decade, co-founding one of the largest philanthropic services firms in the country before spinning off CauseWired in 2008 after the publication of his book CauseWired: Plugging In, Getting Involved, Changing the World (Wiley).

Tom’s client work has included the International Center for Journalists, the United Way, the Innocence Project, the Case Foundation, the Tuskegee Airmen, Catholic Relief Services, and Christian Blind Mission International. He is a frequent speaker on the intersection of online networks and causes.

Hart Hooton

Founder & President

Hart Hooton's diverse publishing experiences span 25 years, beginning his career with magazine launches for Children's Television Workshop and Hearst Magazines. Hart joined Time Inc. in 1995, becoming an early innovator in web-based media.

Hart helped steward the digital fortunes of Sports Illustrated, creating and building a joint venture between CNN and Time Inc., and launching in 1997. In 2003, Hart founded Marketechnique, building a client list including some of the most respected media brands in the country:, The Nation, Newspaper National Network, Reader’s Digest Interactive, Time Warner Cable, and