By Maya Demishkevich
Carroll Community College
Westminster, Maryland
Let’s be real: getting anyone to take a survey is hard.
Getting students to take one? Even harder.
Getting community members who aren’t actively involved with the college to answer open-ended questions? Nearly impossible.
Yet that’s exactly what happened at Carroll Community College when we launched our county-wide strategic planning survey. We received 1,128 responses – including 770 from community members. That’s 68%.
And for context – we’re a rural college with around 300 full-time employees.
Here’s how we made it happen:
1. Start with Why
No one wakes up thinking, “I can’t wait to fill out a strategic planning survey today.”
We didn’t just drop a survey link and hope for clicks – we made the case for why it mattered. We created two short videos:
- 🎥 “Boardroom” – a skit showing what happens when decisions are made without input
- 🍎 “Apples and Oranges” – a playful take on what happens when you don’t speak up
Watch the Apples and Oranges video on YouTube
Dr. Mince, our president, didn’t just endorse the process – she shaped it. Her visibility and leadership made people feel heard and valued.
2. Use Multiple Channels
This wasn’t a one-and-done email. We ran a multi-channel campaign that included:
-Internal and external emails
-Social media videos and Reels
-Events and print ads
-Website updates and daily giveaways
Each message was aligned to our purpose, but customized for the platform and audience.
3. Make It Fun for Students
Students aren’t on Instagram looking to talk about institutional priorities. So we met them where they were – with humor, trends and prizes. We posted daily during the survey window, mixing trending sounds, memes and student voices. Reels received 292K+ views.
Reel examples:
https://www.instagram.com/reel/C_yC9syxoss/
https://www.instagram.com/reel/C_UAPtVR15n/
https://www.instagram.com/reel/C_vM7P3RoMp/
4. Giveaways Work for Everyone
Giveaways weren’t just for students. We ran prize drawings for employees and community members, too. These weren’t bribes—they were moments of appreciation that made people feel seen. And yes, they helped us meet our goals.
What You Can Steal for Your Next Campaign
-Lead with purpose. If the survey is about your strategic plan, don’t talk about the plan –talk about how people can shape it. Why should they care?
-Create campaign-specific content. What works in an email won’t work on Instagram. Customize, don’t copy-paste.
-Mix substance with energy. Combine thoughtful videos with fun Reels and lighthearted giveaways. You’re allowed to have range.
-Repeat yourself—often. A lot of people are afraid to send multiple emails or post too many times. Most people need to see something more than 8–12 times before it even registers. Frequency isn’t annoying – it’s necessary.
-Track and adapt. Pay attention to what’s working and what’s not. Double down on content that drives clicks.
-Celebrate every voice. When people give you their thoughts, thank them. Share themes. Show them it mattered.
-Embrace uncertainty. The most powerful feedback often comes from the messiest places.
Maya Demishkevich is chief marketing officer at Carroll Community College in Maryland.
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