Alaska Marine Community Coalition
Building a social media playbook their team could run with.
SOCIAL STRATEGY • PROJECT ENGAGEMENT
The mission
AMCC helps Alaska’s fishing communities, from commercial and subsistence fishers to recreational and Indigenous fishers, make their voices heard on the policies and science that influence their livelihoods.
That process can be complex, and fishermen have little time to follow it, especially in season, so AMCC needed a social presence that makes it easy to stay informed and get involved.
What we did
We built a social media strategy and playbook their team could run with on their own.
It started with research: a detailed portrait of their core audience, down to how a fisherman’s time and attention shift between fishing season and the off-season, and an analysis of other Alaska organizations to find the open space.
From there, we defined AMCC’s point of view and three content pillars: policy and science in plain English, a megaphone for the fishing community’s voices on the issues, and a celebration of life on Alaska’s coast.
The playbook covers content formats and examples, which platforms to prioritize, how to pace calls to action around the seasons, paid promotion, partnerships with like-minded organizations and brands, and how to measure success.
In their words
“Before partnering with Fat Moon Creative, our biggest challenge was that we didn’t have a clear strategic plan or overall direction for our communications. Our content felt scattered and inconsistent, which made it hard to engage our audience in a meaningful way. They helped turn that around…
by giving us the strategic vision and direction we were missing. Almost immediately, we saw a positive shift in engagement and in how our work showed up publicly. The difference was transformative. Our communications finally felt clear, intentional, and aligned with our mission and the fishing communities we serve.”
Michelle Stratton, Executive Director & Fisheries Scientist at AMCC