Parents skipping holidays to fund their child’s university costs

Which? News

A news story for the main Which? website covering a piece of research on parents’ contributions to their child’s university costs.

The piece highlighted parents’ expectations for these costs and how this compared to actual costs, specific expenses they covered and the steps they took to cover these.

The key aims of the piece were to drive traffic to the Which? University website - where users could find further budgeting advice and tools - and to grow email audiences via the sign-up panel halfway down the page.

Relevant video content and stock imagery were used to break up the copy.

The Which? News audience was traditionally older than that of Which? University. News stories like this were an opportunity to boost awareness of the Which? University sub-brand among student advocates like parents and teachers.

Full guide here: https://www.which.co.uk/news/2019/07/parents-skipping-holidays-to-support-their-child-at-uni/