The school wants to see that you did your homework and you really think it is a good fit to you because of who you are as a student and person. A lot of students have dream schools that are really terrible fits for them. The school wants to see that there is a “match”. For example it might be a business school with strong Liberal Arts curriculum, or the opposite a business school with a very pre-professional character that favors co ops. Is there a core curriculum? You have to put in words what attracts you to the school and why you think it is a good match for you and your goals. Do not talk about rankings or status. I would NOT mention that you wanted to go to this school from when you were eight years old unless you put a good twist on it. For example how interesting it is that the school you always wanted to go ended up truly being a good match to you, that it is more of a surprise, stuff like that. I also agree with above posts.