Explore, enjoy and protect the planet

SCGH (formerly Sierra Club Green Home) to be Acquired by Digital Marketing Agency, Fractl (Frac.tl)

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Friday, October 11, 2013
Hannah Malan, SCGH Managing Editor, hmalan@scgh.com

SAN FRANCISCO, September 30, 2013 – SCGH (SCGH.com), a preeminent sustainable lifestyle website, has closed on a transaction that will allow it to continue to provide green tips for consumers and businesses, while expanding its lead generation and marketing services for clients.  The site had previously been operated in a promotional partnership with the Sierra Club, the nation's largest and most effective grassroots environmental organization, during which time the SCGH acronym stood for Sierra Club Green Home.

Jennifer Schwab, SCGH.com co-founder and Chief Sustainability Officer, has ambitious plans for moving the business forward.  “Our association with the Sierra Club has been extremely valuable in terms of recognition, brand integrity, and media awareness,” she said.  “But at this point in the company's growth, we want to explore a range of consulting and marketing opportunities that were not open to us under our partnership with the Club.”

A key feature of SCGH.com is its extensive Green Directory, which contains listings for hundreds of local green businesses in most major markets across the country.  These businesses have been examined by SCGH staff to earn the GreenCheck™ designation, which lets visitors know the businesses follow green practices and procedures, and provide the consumer with truly sustainable goods and services.  SCGH.com also has an archive of over 850 original content articles -- written by professional environmental journalists -- that cover all aspects of home energy efficiency, recycling, remodeling, and water and energy conservation.

"Being green at home and at the office is an essential part of caring for our environment," said Sierra Club Chief of Staff Jesse Simons.  "Small steps lead to bigger steps, and ultimately this creates the foundation of values and commitment we will need to take on huge but winnable problems like climate disruption.  The Sierra Club's four year partnership with SCGH.com helped advance our mission to explore, enjoy and protect the planet."

Fractl (fract.tl) will be purchasing a majority stake in SCGH.  Fractl Inc. is a fast-growing content marketing agency.  With experience executing content campaigns for multiple Fortune 500 brands, Fractl has generated industry leading results with its proven method. Fractl will rename the SCGH site and use its expertise in online marketing, lead conversion, and lead management to create a site valuable for homeowners, manufacturers, and contractors.  

"Our marketing team has deep experience and expertise in the home, building and services sectors," states Richard Clarke, a co-founder of Fractl.  "We have significant marketing relationships with many companies in this space, and believe that our ownership of a leading home-related online property will only add-value to our clients. We will have a real life laboratory to improve our understanding, and our clients will have another channel to interact with homeowners."

The re-launch of SCGH under Fractl’s ownership, including a new domain name and brand is expected to launch in January 2014.  The new website will cover all aspects of home improvement, with a strong slant toward sustainability and energy efficiency.

About SCGH:

When former Sierra Club Executive Director Carl Pope set out to “green” his home, he discovered a problem: even for him, this wasn’t so simple.  Thus, Sierra Club Green Home (now SCGH) was developed with a simple mission in mind: to help Americans make their homes more energy efficient, environmentally sustainable and healthy. SCGH.com educates consumers on how to improve their home health and connects them with providers that can help them achieve their goals. 

About Fractl (Frac.tl)

Fractl is a creative digital agency that includes a team of world-class marketers from Fortune 100s, venture backed start-ups, and successful Internet entrepreneurs. They provide online marketing services and consulting for a variety of top brands.   Through powerful content strategies and highly creative campaigns, Fractl helps businesses improve search positioning, drive leads, create buzz, and grow key metrics that drive more sales and business growth online.  



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