1. Increasing SERU and gradSERU Response Rates: Best Practices
Mark Miazga

2. Campus Communication, Marketing, Planning, Incentives, and More
Before Survey Launch
Campus Communication, Marketing, Planning, Incentives, and More
I am going to briefly discuss the 2016 SERU administration.
I will be discussing how the administration went, as well as touch on the data files and reports and some of the issues that were experienced during that process. During this presentation, I will only be focusing on SERU-U and not gradSERU. I will be using terms unique to administration. If you don’t understand any of the terminology please let me know during the questions period or at any time during our meeting or afterwards.

3. TIP Campus Partnerships
Goal: prioritize SERU in the minds of key university personnel.
Reach out to partners across campus who would benefit from quality data and the higher response rates associated with it.
Offer them input/questions in your wildcard module so they are invested
In return, they can promote SERU via flyers, their website, and s to their department.
Encourage friendly competition!
Examples of partnerships from past administrations
TIP
Review past SERU administrations to identify which groups have the lowest response rates. Those are the groups you should focus on getting buy-in from.
- Student Affairs
- Career Center
- Dept of Edu
- Residence hall directors
- Deans
- Department heads

4. Campus Communication
Emphasize (to both students and stakeholders) that SERU is THE MOST IMPORTANT SURVEY of the year
Identify recent staff changes and reach out to new leaders so they are aware of the importance
Encourage communications to highlight that student responses will be used to inform decisions around x topic(s), reference past examples
Make sure NO OTHER LARGE SURVEYS are in the field during the SERU administration

5. Increasing Survey Visibility
Print Media: an editorial from a university leader discussing importance of SERU
Social Media: Discuss results from previous years, post URL’s in areas where students regularly check
Advertising: Reach out to the communications department for assistance
University Portal
In-person events
Bus advertisements

6. Marketing & Design Design is an important aspect of branding SERU
Create an attractive landing page for accessing the survey. This should have similar branding as other marketing efforts (table tents, flyers, posters, etc)
Consider using student personnel in early activities to diminish costs and increase available FTE resources

7. Planning Invites & Reminders
Invitation and Reminder schedules should be carefully planned
A high number of reminders does not always equal a high response rate
What groups do you want to target? (include them in your seed file)
Consider who should be the “author” and get their buy-in ahead of time
Timing based on when the invitation is sent, as well as on campus advertisements, events, incentives

8. Content
Everything should be well thought out and planned in advance
Personalized (i.e. “Dear Bob”)
Hyperlink near the top
Limit graphics and colors
Short and to the point
Incentives
Provide contact info and opt-out link
Alter content for the targeted s
Emphasize that you need students help to improve the university
Monday and Tuesday are the best times

9. Choosing Incentives Incentives are HIGHLY ENCOURAGED
Options for big and small budgets
Consider campus culture and “social good” giveaways
Time sensitive reminders are a great option for saving money and increasing response rates
If you complete the survey within the next 24 hours you will receive ___
The next 100 people to complete the survey will receive ___
The 100th person who completes the survey starting now will receive ___

10. Choosing Incentives continued
Consider local businesses for coupons/giftcards.
They are popular with students
You may be able to get them donated
Assuming a limited budget, sweepstakes/lotteries can be effective
High variability
Cash incentives have been shown to be more effective for international and transfer students

11. During Survey Launch Communicate, Promote, and Adapt
I am going to briefly discuss the 2016 SERU administration.
I will be discussing how the administration went, as well as touch on the data files and reports and some of the issues that were experienced during that process. During this presentation, I will only be focusing on SERU-U and not gradSERU. I will be using terms unique to administration. If you don’t understand any of the terminology please let me know during the questions period or at any time during our meeting or afterwards.

12. Communication During Admin
Update them every two weeks regarding response rates, results, etc.
Include people who provided wildcard questions
Communicate regularly with the partners and departments you have built relationships with
Check in with Residence Hall Directors weekly at the beginning of administration

13. Promote the Survey Publicize results and prize winners Landing pages
Social media
Campus portal
Free media
Communication departments
Department websites

14. Keep Records and Adapt
Request response rates by department from OMS (must include this field in your seed file if you want to do this)
Record what you are doing to target each population
What populations have the highest response rates?
what you did to promote SERU to them?
Modify your existing reminder schedule to target populations with low response rates

15. Share Results, Encourage Change, and Repeat
After Survey Launch
Share Results, Encourage Change, and Repeat
I am going to briefly discuss the 2016 SERU administration.
I will be discussing how the administration went, as well as touch on the data files and reports and some of the issues that were experienced during that process. During this presentation, I will only be focusing on SERU-U and not gradSERU. I will be using terms unique to administration. If you don’t understand any of the terminology please let me know during the questions period or at any time during our meeting or afterwards.

16. Share Results Provide a one-pager to interested parties across campus
Administrators
Department Chairs
Deans
Student Affairs Leadership
Find a way to share results with students s
Social media
University websites
Landing pages

17. Encourage Change & Repeat
Students are more likely to complete SERU if they think you are listening to the results
Analyze your data to find areas where improvements/changes can be made
Keep track of any changes made because of SERU. You will want to promote these prior to your next administration
SERU is an on-going endeavor. Its never too early to start planning for next administration!

18. Questions?