UniStart

39 sections · last updated 25/05/2026, 15:51:25

unistart

Basics

Display name + slug.

Display name

project_id (locked once created)

Logo

PNG, JPG, WebP, SVG or GIF · max 2 MB · saved to R2, updates visual.logoUrl.

Drop logo here, or click to upload

Square or wide; transparent PNG ideal

Open in new tab

Internal link inventory

URLs the LLM may link to in generated content. Publish refuses on URLs missing from this list (unless force=1). Add new lander posts here as you publish them.

URL	Tags (comma-separated)

Config

Voice, audience, CTAs, linking policy, blog template — full brand profile in JSON.

{
  "name": "UniStart",
  "domain": "unistart.app",
  "tagline": "Study in the UK. 100% Funded.",
  "subTagline": "From dream to degree, step by step.",
  "founder": "Radu Danila",
  "byline": "Radu Danila",
  "primaryLanguage": "en",
  "languages": [
    "en"
  ],
  "futureLanguages": [
    "ro",
    "pl"
  ],
  "contact": {
    "email": "support@unistart.app",
    "phone": "07459 328 582"
  },
  "social": {
    "linkedin": "https://linkedin.com/company/unistart-app/",
    "facebook": "https://facebook.com/unistart.app",
    "instagram": "https://instagram.com/unistart.app",
    "tiktok": "https://tiktok.com/@unistart.app"
  },
  "visual": {
    "logoUrl": "https://unistart.app/unistart-logo-min.png",
    "logoUrlDark": null,
    "iconUrl": null,
    "favicon": null,
    "brandHeroImage": "https://unistart.app/blog-images/unistart-blog-min.png",
    "brandHeroImageNote": "The branded card that renders below the hero banner on every blog post. Matches the publishTarget.staticFields.heroImage value, served at the live site's /blog-images/ path.",
    "colors": {
      "primary": "#1a57c8",
      "primaryDark": "#154AB0",
      "primaryLight": "#E8F0FC",
      "secondary": null,
      "accent": null,
      "background": "#FFFFFF",
      "text": "#1A1A1A",
      "note": "Primary = UniStart blue. primaryDark for hover/active states (derived). secondary + accent intentionally null — pick when needed."
    },
    "fonts": {
      "heading": "system-ui stack (San Francisco on macOS, Segoe UI on Windows, Roboto on Android)",
      "body": "system-ui stack (same as heading)",
      "stack": "ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif",
      "note": "Current site has no custom fontFamily.sans override in Tailwind config — uses OS native font. Generator should not specify a font; downstream rendering inherits."
    },
    "previewStyle": {
      "fontBody": "ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, sans-serif",
      "fontHeading": "ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, sans-serif",
      "h2Style": "underlined",
      "linkStyle": "underline",
      "proseRadius": "0.5rem",
      "proseSpacing": "default",
      "note": "Editorial / publication feel: H2 underlined, navy links with subtle underline, comfortable spacing."
    }
  },
  "imagePolicy": {
    "currentSource": "Unsplash (free stock)",
    "sources": {
      "unsplash": {
        "use": "primary source for blog hero + section breaks",
        "searchTerms": {
          "preferred": [
            "UK university campus exterior",
            "library reading",
            "student writing in notebook",
            "mature student lecture",
            "single parent home study",
            "office worker evening study",
            "UK street life",
            "manchester london edinburgh leeds campus"
          ],
          "blocked": [
            "happy student smiling at laptop",
            "generic handshake",
            "diverse-group-laughing stock cliché",
            "graduation cap toss",
            "stack of textbooks studio shot",
            "explicit UCAS or competitor branding"
          ]
        },
        "license": "Unsplash License — free for commercial use, attribution not required but appreciated"
      },
      "aiGenerated": {
        "use": "future — for unique on-brand visuals (FLUX via fal.ai)",
        "stylePrompt": "warm-toned editorial photography, real UK setting, natural light, mature students 25-55, multi-ethnic, no studio lighting, no exaggerated emotions, slight grain, 35mm-film feel",
        "negativePrompt": "stock-photo cliché, fake smile, studio lighting, plastic skin, AI-uncanny faces, perfect symmetry, graduation cap toss, US college aesthetic",
        "useWhen": "after fal.ai integrated; per-post hero where Unsplash has no fitting image"
      },
      "diagrams": {
        "use": "custom SVG/PNG for funding-flow timelines, eligibility decision trees, comparison tables",
        "tool": "design in Figma or generate via simple data → SVG; never use AI-generated diagrams (factually unreliable)"
      },
      "screenshots": {
        "use": "show the UniStart calculator UI when post references it; show gov.uk pages when citing a rule (with light blur on personal data)"
      }
    },
    "diversityGuidelines": {
      "rule": "Across any 10 consecutive posts, rotate persona archetypes so coverage feels lived-in.",
      "archetypes": [
        "mature woman 35-50, mixed-ethnicity, home study",
        "working father 30s-40s, evening study",
        "single parent at kitchen table with child nearby",
        "Eastern European 25-35, café study or campus",
        "south-Asian / African-Caribbean mature student in library",
        "couple discussing finances at table"
      ],
      "avoid": [
        "homogenous casting (only one demographic across multiple posts)",
        "tokenism (one diverse face in an otherwise generic image)",
        "stereotyping (e.g. always featuring African/Asian people for 'international student' posts)",
        "ageism (avoid only-young-students; this is a mature-student brand)"
      ]
    },
    "branding": {
      "rule": "Every published blog hero image gets a UniStart treatment so visuals feel consistent across the site.",
      "overlay": {
        "logo": {
          "position": "bottom-right",
          "opacity": 0.8,
          "padding": "16px",
          "size": "12% of image width"
        },
        "accentBar": {
          "position": "top edge, full width",
          "height": "4px",
          "color": "#1a57c8"
        },
        "colorTint": {
          "rule": "Optional — light overlay of #1a57c8 at 10% opacity for cohesion when many images appear together (category page, search results)",
          "default": "off for individual posts; on for index/grid views"
        }
      },
      "implementationNote": "Apply at media-processing step on upload, not at render time. Cache the branded variant in R2."
    },
    "altText": {
      "rule": "Mandatory on every image. Describe the visual, not the post topic. Length 60-125 chars.",
      "examples": {
        "good": "Woman in her 40s reading a textbook at a kitchen table, natural daylight from a window behind her.",
        "bad": "Student finance eligibility for mature students."
      }
    },
    "aspectRatios": {
      "blogHero": "16:9 (1600x900)",
      "blogInline": "4:3 (1200x900) or 1:1 (1200x1200)",
      "ogCard": "1.91:1 (1200x630)",
      "linkedin": "1.91:1",
      "facebook": "1.91:1",
      "instagramFeed": "1:1 (1080x1080)",
      "instagramStory": "9:16 (1080x1920)",
      "tiktokThumbnail": "9:16"
    },
    "performance": {
      "format": "webp primary, jpg fallback",
      "maxKb": 200,
      "lazyLoad": "all images below the fold",
      "responsiveSrcset": "320, 640, 960, 1280, 1600 widths"
    }
  },
  "audience": {
    "primary": "EU citizens and settled-status adults applying to UK universities, with focus on Romanian and Polish communities",
    "personas": [
      "Mature student returning to education at 35+",
      "Working professional considering career switch via funded degree",
      "Single parent on Universal Credit weighing study",
      "EU citizen with pre-Brexit settled / pre-settled status",
      "Expat family unsure of fee status for their child"
    ],
    "ageRange": "25-55",
    "geography": "UK residents of EU origin"
  },
  "voice": {
    "tone": [
      "conversational",
      "authoritative",
      "reassuring",
      "demystifying",
      "calm under pressure"
    ],
    "person": "second person (you / your family)",
    "sentenceLength": "short to medium; one idea per sentence; emotional clauses kept brief",
    "jargonRule": "avoid; if used, define in the same sentence",
    "personality": [
      "expert",
      "supportive",
      "patient",
      "human"
    ],
    "hookFormula": "Open by naming the reader's underlying fear, not the keyword. Then pivot to calm authority. The 'you are probably not asking a theoretical question' beat lands every time.",
    "signaturePhrases": [
      "Quick Answer:",
      "The biggest mistake students make",
      "Instead of asking X, ask these three",
      "Red flags before you apply",
      "What to do next",
      "In practice...",
      "That does not mean..."
    ],
    "avoid": [
      "hype, marketing fluff, generic motivation",
      "buzzwords",
      "panicking the reader",
      "uncertain hedging on factual rules ('might', 'maybe', 'probably' when gov.uk is explicit)",
      "padding to hit word count"
    ]
  },
  "voiceExamples": {
    "good": [
      "You are probably not asking a theoretical question. You are working full-time, you have a family, and you have just heard that Student Finance might cover your tuition and living costs. The short answer is yes, if you meet the residency rules below.",
      "Universal Credit does not automatically stop when you start university. What changes depends on your course intensity, your household, and whether your partner works. Here is what usually happens, and how to plan for it.",
      "Disabled Students' Allowance is one of the most underused parts of the Student Finance package. If you have a long-term condition that affects your study — including dyslexia, ADHD, anxiety, or a physical disability — DSA can pay for the support that makes university possible."
    ],
    "bad": [
      "Are you ready to unlock your full potential at university? In today's fast-paced world, education is more important than ever! Don't miss out on this amazing opportunity to change your life.",
      "There are many factors that could potentially affect whether you might be eligible for Student Finance. It depends on various things and you should really look into it carefully.",
      "University is a journey. A journey of growth, of discovery, of becoming the best version of yourself. At UniStart, we believe everyone deserves that journey."
    ]
  },
  "valueProps": [
    "Free, real-advisor support — not a chatbot",
    "Specialised in Student Finance for EU + settled-status adults",
    "Fully-funded UK degrees — no upfront cost",
    "Step-by-step from eligibility check to first day of term"
  ],
  "trustSignals": {
    "stats": [
      {
        "label": "EU citizens guided to fully-funded UK degrees",
        "value": "123+",
        "since": "2023"
      },
      {
        "label": "Google rating",
        "value": "5.0 / 5",
        "reviewCount": "17+"
      },
      {
        "label": "Application acceptance rate (Unistart-supported)",
        "value": "95%"
      },
      {
        "label": "Student nationalities served",
        "value": "10+"
      }
    ],
    "awards": [],
    "pressMentions": [],
    "testimonials": [
      {
        "firstName": "Ioana",
        "lastInitial": "M.",
        "city": "Derby",
        "course": "Business & Management",
        "quote": "I was scared of making mistakes, but UniStart reviewed my paperwork..."
      },
      {
        "firstName": "Mateo",
        "lastInitial": "R.",
        "city": "Birmingham",
        "course": "Computer Science Foundation Year",
        "quote": "Within two calls they walked me through my course options..."
      },
      {
        "firstName": "Karolina",
        "lastInitial": "Z.",
        "city": "London",
        "quote": "I finally understood maintenance loan calculations..."
      }
    ],
    "testimonialsRule": "Quote with first name + last initial + city + course. Never include full surname without explicit written permission. Source: Google reviews + advisor-collected quotes.",
    "founderStory": "Built UniStart after personally navigating Student Finance as an EU citizen in the UK and seeing how many adults give up before they apply. The platform is free because the funding system itself is — students should not pay to access support."
  },
  "authors": [
    {
      "id": "radu",
      "name": "Radu Danila",
      "byline": "Radu Danila",
      "bio": "Founder of UniStart. Helping adults in the UK access university through funded courses and clear guidance on Student Finance.",
      "photoUrl": "https://unistart.app/radu-1-min.webp",
      "expertise": [
        "Student Finance for EU + settled-status adults",
        "Application strategy",
        "Fee status",
        "Mature student admissions"
      ]
    }
  ],
  "calculators": {
    "eligibility": {
      "label": "Check your eligibility",
      "url": "https://unistart.app/become-student",
      "useWhen": "any post about whether reader qualifies"
    },
    "funding": {
      "label": "Estimate your funding (loan + grants)",
      "url": "https://unistart.app/funding",
      "urls": {
        "en": "https://unistart.app/funding",
        "ro": "https://unistart.app/ro/finantare",
        "pl": "https://unistart.app/pl/finansowanie"
      },
      "useWhen": "any post about money amounts, maintenance loan, household income, tuition"
    },
    "savings": {
      "label": "Estimate your student-discount savings",
      "url": "https://unistart.app/discounts",
      "urls": {
        "en": "https://unistart.app/discounts",
        "ro": "https://unistart.app/ro/reduceri",
        "pl": "https://unistart.app/pl/znizki"
      },
      "useWhen": "post about cost of living, student lifestyle, money-saving for students"
    }
  },
  "ctaLibrary": [
    {
      "id": "callback",
      "label": "Book a free call-back with an advisor",
      "url": "https://unistart.app/#callback",
      "tags": [
        "complex_scenario",
        "drop_out",
        "rejection",
        "edge_case",
        "bofu"
      ]
    },
    {
      "id": "eligibility",
      "label": "Check your eligibility",
      "url": "https://unistart.app/become-student",
      "tags": [
        "finance",
        "fee_status",
        "eu",
        "settled_status",
        "default",
        "tofu",
        "mofu"
      ]
    },
    {
      "id": "funding_calc",
      "label": "Estimate your funding",
      "url": "https://unistart.app/funding",
      "tags": [
        "money",
        "maintenance_loan",
        "household_income",
        "mofu"
      ]
    },
    {
      "id": "savings_calc",
      "label": "See your student-discount savings",
      "url": "https://unistart.app/discounts",
      "tags": [
        "cost_of_living",
        "lifestyle",
        "student_budget"
      ]
    },
    {
      "id": "courses",
      "label": "Explore funded courses",
      "url": "https://unistart.app/courses",
      "tags": [
        "course_discovery",
        "default_secondary",
        "mofu"
      ]
    },
    {
      "id": "app_download",
      "label": "Download the UniStart app",
      "url": "https://unistart.app/#download",
      "tags": [
        "footer"
      ]
    }
  ],
  "ctaPolicy": {
    "midArticle": "Pick the CTA whose tags best match the post's topic AND funnel stage. Never reuse generic 'Explore funded courses' as primary.",
    "footer": "Always end with app_download as secondary, plus one topic-matched primary."
  },
  "publishTarget": {
    "type": "github",
    "owner": "Unistartappadmin",
    "repo": "unistart-lander",
    "branch": "main",
    "contentPath": "src/content/blog/",
    "extension": "md",
    "dryRun": false,
    "fieldMap": {
      "title": "title",
      "description": "description",
      "publishedAt": "pubDate",
      "image": "heroImage",
      "category": null
    },
    "staticFields": {
      "author": "Radu Danila",
      "slug": "{slug}",
      "metaDescription": "{description}",
      "canonicalURL": "https://unistart.app/blog/{slug}",
      "heroImage": "unistart-blog-min.png",
      "ogImage": "unistart-blog-min.png",
      "tags": [
        "student finance",
        "uk universities"
      ]
    },
    "note": "Matches src/content/config.ts blog schema in unistart-lander. fieldMap renames our internal keys, staticFields injects required Astro fields. Flip dryRun=true to stage without commits."
  },
  "internalLinkInventory": [
    {
      "url": "/blog/how-student-finance-works-uk-2025-guide",
      "tags": [
        "foundational",
        "student_finance"
      ]
    },
    {
      "url": "/blog/mature-students-guide-uk-university-2025",
      "tags": [
        "mature_students"
      ]
    },
    {
      "url": "/blog/home-or-international-student-fee-status-expat-families-uk",
      "tags": [
        "fee_status"
      ]
    },
    {
      "url": "/blog/disabled-students-allowance-uk-2026-dsa-guide",
      "tags": [
        "dsa"
      ]
    },
    {
      "url": "/blog/can-eu-students-get-student-finance-uk-2026",
      "tags": [
        "eu",
        "settled_status"
      ]
    },
    {
      "url": "/blog/can-you-get-student-finance-if-you-already-studied-before-uk",
      "tags": [
        "previous_study",
        "elq",
        "second_degree"
      ]
    },
    {
      "url": "/funding",
      "tags": [
        "calculator",
        "money"
      ]
    },
    {
      "url": "/discounts",
      "tags": [
        "calculator",
        "savings"
      ]
    },
    {
      "url": "/become-student",
      "tags": [
        "eligibility"
      ]
    },
    {
      "url": "/courses",
      "tags": [
        "course_discovery"
      ]
    }
  ],
  "internalLinkPolicy": {
    "min": 4,
    "max": 6,
    "rule": "Pick by tag-match to the post topic. Use the foundational student-finance guide only if topic isn't already finance-specific. At least one calculator link in any money-related post."
  },
  "linkingPolicy": {
    "external": {
      "allowedDomains": [
        "gov.uk",
        "studentfinance.service.gov.uk"
      ],
      "blockedDomains": [
        "ucas.com",
        "thestudentroom.co.uk",
        "topuniversities.com"
      ],
      "rule": "External links ONLY to official UK government sources. Verify each URL resolves before publishing.",
      "sourcesBlock": "Every post ends with a numbered Sources block citing each gov.uk URL used inline."
    },
    "forbiddenMentions": [
      "UCAS (as a recommendation; mentioning it as a topic-to-avoid is fine)",
      "GBS / Global Banking School",
      "UKMC / UK College of Business and Computing",
      "any UK university not currently listed on unistart.app/courses",
      "competing advisor services"
    ],
    "factualRule": "Every figure, threshold, deadline, or rule must trace to gov.uk or studentfinance.service.gov.uk. Year-stamp all amounts (e.g., '2026/27 thresholds'). No invented statistics."
  },
  "editorial": {
    "language": "en-GB",
    "spelling": "British (centre, organise, recognise, programme)",
    "oxfordComma": false,
    "dateFormat": "15 May 2026 (UK long form: day-month-year)",
    "currencyFormat": "£1,000 (no decimals on round amounts; £1,000.50 with decimals when needed)",
    "numberFormat": "thousands separated with commas",
    "headingCase": "Title Case for H1, sentence case for H2/H3 unless they restate a question",
    "readingLevel": "Flesch 60-70 (clear to a 14-year-old reader)",
    "abbreviationRule": "Spell out on first use, then abbreviate: 'Disabled Students' Allowance (DSA)'",
    "linkText": "descriptive — never 'click here'; prefer the exact gov.uk page title",
    "retrofitNote": "Existing site posts use US date format (May 5, 2026). Going forward generator must use UK format; retrofit old posts in a quarterly pass."
  },
  "seo": {
    "metaDescriptionTemplate": "{Quick Answer condensed to 150-160 chars, with year and primary keyword}",
    "ogTitleTemplate": "{H1} | UniStart",
    "ogDescriptionTemplate": "{first sentence of opening hook}",
    "ogImageTemplate": "Auto-generated card: logo + H1 + 'UniStart' wordmark + brand color background",
    "schemaTypes": [
      "Article",
      "FAQPage",
      "Organization",
      "BreadcrumbList"
    ],
    "canonicalRule": "Always self-canonical; for retrofit pointing to a newer version, use a 301 redirect, not canonical",
    "hreflang": "Once RO/PL launch: en, ro, pl, plus x-default = en"
  },
  "legal": {
    "importantCalloutTemplate": "{Topic} eligibility and rules depend on detailed regulations and individual circumstances. This article is general information only and should not be treated as legal, financial, or immigration advice. Always confirm your position directly with Student Finance England, the university, and official government guidance before making financial decisions.",
    "importantCalloutPosition": "Above the Sources block on every finance / fee-status / immigration / DSA post",
    "advertisingDisclosure": null,
    "accessibility": "Every image must have descriptive alt text (the visual, not the topic). Tables get a caption. No information conveyed by colour alone. Headings used in correct order (no skipping)."
  },
  "sensitiveTopics": {
    "list": [
      "mental health",
      "disability (DSA)",
      "financial hardship",
      "immigration status",
      "domestic situations forcing study choices",
      "rejection / appeals"
    ],
    "rule": "Calm, factual, never sensationalise. Names the worry in the opener, then pivot to practical next step. Always include a signpost to professional support at end of the relevant section.",
    "alwaysInclude": {
      "mentalHealth": "If you are struggling, the Samaritans (call 116 123, free) and NHS 111 are available 24/7. Speak to your university's wellbeing team — they cannot share what you tell them with Student Finance.",
      "financialHardship": "If you cannot pay your bills before your loan arrives, contact your university's hardship fund and Citizens Advice (citizensadvice.org.uk) before borrowing privately.",
      "immigration": "Immigration status is complex and changes case by case. Always get free advice from an OISC-registered adviser before acting."
    }
  },
  "topicPillars": [
    "Student Finance eligibility (EU, settled, pre-settled, ILR, ELQ)",
    "Fee status (Home vs International, expat families, residency)",
    "Funding mechanics (maintenance loan, tuition loan, grants, Plan 5)",
    "DSA (Disabled Students' Allowance, including mental-health conditions)",
    "Universal Credit + university (when it stops, when it continues)",
    "Mature student rules (work history, qualifications, second-degree)",
    "Application process step-by-step (timeline, evidence, common rejections)",
    "Drop-out / re-entry rules (Compelling Personal Reasons, repeat year)",
    "Cost of living + student discounts (link savings calculator)",
    "Course discovery (Unistart-listed only)"
  ],
  "blogTemplate": {
    "wordCountTarget": [
      1800,
      2400
    ],
    "headlinePolicy": {
      "default": "{question} {topic} UK {year} ({modifier})",
      "powerWordVariant": "Generate 1 power-word headline alongside the default and pick one. Examples: '£13,700 Maintenance Loan Nobody Claims', '9 Reasons Mature Students Get Rejected', 'Drop Out at Christmas? Read This First'.",
      "yearStamping": "Always include current year in title and slug + first paragraph."
    },
    "structure": [
      "H1: keyword + year, ideally also power-word variant",
      "Byline: 'Radu Danila' + UK date",
      "Opening hook (2 short paragraphs): name the fear behind the search query, then pivot to calm authority",
      "H2: Quick Answer: [restated question] — 80-120 words, scannable",
      "H2 sections (8-15) following arc: definition → who qualifies → real-life examples → 'Why people get caught out' → 'The biggest mistake students make' → checklist / red flags → 'Instead of asking X, ask this' → 'What to do next'",
      "At least one bullet list and one table or step-numbered block",
      "Mid-article CTA (topic + funnel-stage matched from ctaLibrary)",
      "Important callout: use legal.importantCalloutTemplate with topic interpolated",
      "Sources block (numbered gov.uk URLs cited inline)",
      "FAQ (5-7 Q&A, at least 3 unique to this post's specific scenario — not recycled generics)",
      "Closing CTA strip: topic-matched primary + app download secondary",
      "Related links: 2 to other Unistart blog posts in same cluster"
    ],
    "must": [
      "Year in title, slug, and first paragraph",
      "Byline present",
      "Quick Answer H2 near top",
      "Hook names underlying anxiety, not the keyword",
      "At least one bullet list AND one table/step block",
      "4-6 internal unistart.app links, picked by tag-match",
      "At least 2 gov.uk sources cited",
      "Numbered Sources block at end",
      "FAQ with 3+ scenario-specific questions",
      "Topic-matched primary CTA (NOT generic 'Explore funded courses')",
      "Specific Important callout (legal.importantCalloutTemplate filled with topic)",
      "UK date format",
      "British spelling throughout"
    ],
    "mustNot": [
      "Recycle the exact same FAQ as previous posts in same cluster",
      "Use 'Complete Guide' / 'Full Guide' / 'Explained' as the only headline variant",
      "Hedge on rules that gov.uk states clearly",
      "Mention UCAS, GBS, UKMC, or non-partner universities",
      "Invent statistics",
      "Use US date format or US spelling"
    ]
  },
  "socialAdaptation": {
    "linkedin": {
      "lengthChars": [
        800,
        1500
      ],
      "hookStyle": "myth + correction, or surprising gov.uk-sourced stat",
      "audience": "professionals considering career change via funded degree",
      "defaultCta": "eligibility"
    },
    "facebook": {
      "lengthChars": [
        400,
        900
      ],
      "hookStyle": "empathetic, problem-aware, names the worry",
      "audience": "parents, mature students; RO/PL community groups",
      "defaultCta": "callback"
    },
    "instagram": {
      "lengthChars": [
        200,
        500
      ],
      "hookStyle": "single big number or single myth-bust",
      "format": "carousel of 5-7 slides; final slide is CTA",
      "defaultCta": "eligibility"
    },
    "twitter": {
      "lengthChars": [
        220,
        280
      ],
      "hookStyle": "single fact + gov.uk link",
      "threadFallback": "3-5 tweets if needed; lead tweet stands alone",
      "defaultCta": "eligibility"
    },
    "tiktok": {
      "lengthSeconds": [
        30,
        90
      ],
      "hookStyle": "first 2 seconds: name the worry (caption + voice); follow with a clear fact",
      "format": "founder-on-camera or text-overlay; UK English captions",
      "defaultCta": "eligibility"
    }
  },
  "hashtagStrategy": {
    "branded": [
      "#UniStart",
      "#FundedDegrees",
      "#StudyInTheUK"
    ],
    "topical": {
      "studentFinance": [
        "#StudentFinance",
        "#StudentFinanceUK",
        "#TuitionLoan",
        "#MaintenanceLoan"
      ],
      "matureStudents": [
        "#MatureStudents",
        "#ReturnToEducation"
      ],
      "international": [
        "#EUStudents",
        "#InternationalStudents",
        "#SettledStatus"
      ]
    },
    "community": [
      "#EduTwitter",
      "#HigherEd"
    ],
    "perPostMax": {
      "instagram": 8,
      "twitter": 2,
      "linkedin": 3,
      "facebook": 0,
      "tiktok": 4
    }
  },
  "postingCadence": {
    "blog": {
      "frequency": "3-5 / week",
      "preferredDays": [
        "Mon",
        "Tue",
        "Wed",
        "Thu"
      ]
    },
    "linkedin": {
      "frequency": "5 / week",
      "bestTimesUK": [
        "07:30",
        "12:30",
        "17:30"
      ]
    },
    "facebook": {
      "frequency": "5 / week",
      "bestTimesUK": [
        "09:00",
        "14:00",
        "19:00"
      ]
    },
    "instagram": {
      "frequency": "3 / week",
      "bestTimesUK": [
        "08:00",
        "18:00"
      ]
    },
    "twitter": {
      "frequency": "daily",
      "bestTimesUK": [
        "08:00",
        "12:00",
        "16:00",
        "20:00"
      ]
    },
    "tiktok": {
      "frequency": "2-3 / week",
      "bestTimesUK": [
        "18:00",
        "21:00"
      ]
    }
  },
  "contentCalendar": {
    "seasonalThemes": [
      {
        "months": [
          "Aug",
          "Sep"
        ],
        "themes": [
          "term-starting",
          "first-week prep",
          "Universal Credit transition",
          "accommodation"
        ]
      },
      {
        "months": [
          "Jan",
          "Feb"
        ],
        "themes": [
          "drop-out / Compelling Personal Reasons",
          "re-application after withdrawal",
          "Plan 5 changes"
        ]
      },
      {
        "months": [
          "Mar",
          "Apr",
          "May"
        ],
        "themes": [
          "application timeline",
          "evidence checklist",
          "Student Finance opening (Feb)",
          "results-day prep"
        ]
      },
      {
        "months": [
          "Oct"
        ],
        "themes": [
          "maintenance loan top-up",
          "household-income reassessment",
          "DSA timeline reminders"
        ]
      }
    ],
    "awarenessDates": [
      "World Mental Health Day (10 Oct) — DSA + mental-health-related Student Finance",
      "International Day of Persons with Disabilities (3 Dec) — DSA awareness",
      "Student Finance opens (typically late Feb) — application window post"
    ]
  },
  "funnel": {
    "stages": {
      "tofu": {
        "description": "Awareness — 'Can I…' / 'What is…' searches.",
        "voice": "Empathy-first, names the fear, then reassures",
        "defaultCta": "eligibility"
      },
      "mofu": {
        "description": "Consideration — 'How much…' / 'How does it work' searches.",
        "voice": "Detail + reassurance, calculators help here",
        "defaultCta": "funding_calc"
      },
      "bofu": {
        "description": "Decision — 'How to apply…' / 'What evidence…' searches.",
        "voice": "Step-by-step, checklist-driven, near-the-finish-line tone",
        "defaultCta": "callback"
      }
    },
    "tagPerPost": "Every post must be tagged tofu / mofu / bofu so generator picks correct CTA + length."
  },
  "qualityGates": {
    "preGenerate": [
      "headline matches one of two variants",
      "topic mapped to ctaLibrary tag",
      "internal links picked from tagged inventory",
      "funnel stage assigned"
    ],
    "postGenerate": [
      "all gov.uk links resolve",
      "no forbidden mentions found",
      "FAQ overlap with last 3 posts in cluster < 50%",
      "word count in band",
      "UK date format used",
      "British spelling check passes",
      "Important callout uses the template"
    ]
  },
  "contentRules": {
    "forbidden": "UCAS (UniStart is not affiliated, never mention UCAS in copy, hashtags, or alt text). No US-style spelling, no em-dashes.",
    "scope": "unistart.app courses and features, UK Student Finance (loans, bursaries, scholarships), UK higher education news, student life, visa/international student matters, accommodation, money and budget tips, UniStart app downloads."
  }
}