Canadian Association of Stand-up, Sketch & Improv Comedians – CASC

In 2017, The Mob’s Press helped the Canadian Association of Stand-up, Sketch & Improv Comedians create their digital presence, grow engagement, and build a national voice for comedians.

ABOUT

The Canadian Association of Stand-up, Sketch & Improv Comedians (CASC) is the only national organization advocating for comedians as professional artists. Representing performers across Canada’s English and French comedy scenes, CASC works to secure better working conditions, establish industry standards, and build community support.

Challenges

Comedy in Canada remains one of the country’s most undervalued art forms, lacking the industry standards, protections, and professional recognition afforded to theatre, music, and film.

CASC faced several structural challenges, including low national awareness, inconsistent communication, and underused digital systems that limited membership growth.

Comedians had no centralized hub for resources or support, and barriers across provinces, languages, and styles made engagement uneven. Combined with outdated public perceptions of comedy as “not a real art form,” CASC needed a unified, modern strategy to elevate the community, strengthen internal infrastructure, and establish a credible national presence for Canadian comedy.

Strategy

The Mob’s Press strengthened CASC’s national presence by creating its digital infrastructure, standardizing its bilingual brand voice, improving onboarding, and refining website navigation to better communicate membership benefits. We built a structured communication system that included a weekly social media cadence across all major platforms, a monthly newsletter highlighting grants, opportunities, member wins, and advocacy updates, and reusable templates for announcements and campaign rollouts.

To boost engagement and recruitment, we developed clear messaging around membership value, created onboarding workflows, and conducted targeted outreach to comedians, venues, festivals, and producers. We also produced bilingual advocacy materials explaining comedy’s need for protection and CASC’s role in the national arts landscape. Finally, we strengthened community-building by supporting and producing virtual town halls and general meetings.

Results

After 8 years, CASC now enjoys a stronger national presence with a streamlined, recognizable, and professional digital identity.

Clearer communication and improved visibility also drove steady growth in membership inquiries and sign-ups. CASC’s public messaging now reflects the tone and structure of a nationally recognized arts organization, strengthening its credibility across the sector.

Together, these improvements created a fully unified digital ecosystem from the website to social media designed to support CASC’s continued growth and long-term success.

Impact

This collaboration helped CASC become more than just an advocacy body, it became a true comedy community hub, supporting comedians across all stages of their careers and across the country. CASC now stands stronger in its mission to secure recognition, support, and stability for comedy as a Canadian art form.