Why this School?
Once you have developed a sense of the faculty's interests and the department's special features, you can make it clear in your application exactly why you want to attend that particular school. What is it about the department's curriculum structure or general approach to the field that makes you interested in being a student there? Don't waste your valuable essay space, or your reader's valuable time, telling the reader how wonderful or prestigious their institution is; people on the admissions committee already know this. They want to know about you.Nonetheless, if there are special programs or institutes at the school that seem appealing to you, briefly mention that you are interested in becoming part of them. For example, state that you "want to be a member of the XYZ Group for Blank and Blank Studies because . . .", but don't tell them how great, well respected, and world-renowned this part of the school is.
If, during your research on the department's faculty, a faculty member strikes you as someone whom you might be interested in working with, indicate this in your essay; be concise and specific about why you want to work with this person in particular. A word of caution here: Do not try to use this as a way to "butter up" the admissions committee, because if there is any reason to believe that you are not sincere, your application may be adversely affected. Again, mention the person and how their work relates to your interest, but don't load this statement with what might be interpreted as false or superfluous praise.
