College is an increasingly expensive proposition for students and their families—as well as for taxpayers. Rising debt among young graduates provides ample evidence. Over 70% of state residents graduate from a UW campus in debt. In 2009-10, average debt exceeded $25,000. Cost of attendance and competitive admissions are combining to make college planning more important, and more stressful, for students and their parents than in years past. Yet many Wisconsin families know relatively little about the UW campuses most high school graduates here will attend.