Whisk together flour, sugar and salt in a bowl. Warm milk in the microwave for about 45 seconds or until a thermometer reads 100 to 110 degrees. Add milk and 1 teaspoon of sugar to the bowl of a stand mixer fit with a dough hook. Sprinkle the yeast over the milk and stir to combine. Let stand for about 5 minutes until the yeast starts to foam.
Add the eggs, vanilla and then the dry ingredients to the yeast mixture. Mix on low speed until combined and then increase speed to medium and mix for about 5 minutes until the dough is smooth.
Add butter and mix on medium about 4 minutes until butter is incorporated and dough comes together but is sticky. Scrape down the sides of the bowl as needed during mixing.
Spray the dough with cooking spray or a rub a small drizzle of olive oil over it, cover the bowl with plastic wrap and let rise in a warm place for 1 to 1 ½ hours until the dough is about doubled.
Punch down the dough and scrape out onto a lightly floured surface.
Roll dough out into a 12 x 21 inch rectangle. Spread strawberry preserves onto the dough all the way to the edges except one long edge leaving about a 1 inch border.
Scatter the chopped strawberries evenly over the dough.
Starting from the long edge without the border, roll into a tight log, pressing the seam together at the end. Cut into 12 slices about 1 ½ inches thick each.
Spray a 9 x 13 pan with baking spray and arrange the rolls in the baking pan. Cover with plastic wrap and let rise in a warm place for about an hour or until puffy and mostly touching in the pan. See notes or the post above for directions for overnight rolls.
Bake at 375 degrees until golden brown, about 23-25 minutes. Either frost the hot rolls if you prefer melted frosting or cool completely and then frost for unmelted frosting.