The most important college financial planning strategy a family can employ is to save as much as possible. The more cash you have on hand, the less you’ll have to rely on financial aid, the less you’re likely to have to borrow, and the more control you’ll have over your student’s college costs. But where should you put the money? Should it be in the parents’ name or the student’s name? Is it worth it to save just so colleges can take the money, while families who don’t save get financial aid? All are good, fair questions.
The college savings section of finaid.org (I have no connection to it–it's just hands-down the most comprehensive and well respected source of free college financial planning advice) includes advice on deciding how much to save, common myths about saving, the best investment strategies, and the advantages/disadvantages of the most common college savings plans (it even comes right out and explains why the 529 college savings plans are the best).
If you need advice about saving for college, start there. You’ll be glad you did.