Effective marketing to students should involve both recruitment and retention. This is the domain of academics and student administration but can also be an avenue for digital marketing. Using student engagement data and information from learning management systems, CAL can advise on email and telephone campaigns that can advise and support at-risk students.
CAL uses a proprietary formula of early warning signs for at-risk students. This formula is used to identify students well before they drop out. Reasons for disengagement are investigated with brief surveys. Then, a set of resources are sent to the student such as tips for getting motivated and improving time management skills.