What is the admissions office looking for here? I mean, length/subject material. I started writing one, and I feel like its just a fellatio fest about their school. I'm just talking about their programs, but is there another thing I can discuss? And length?
Then you're on the right track my friend.
It helps to mention programs and why they're so great in general and great for you, also location can be a topic as an explanation for your pull to the school in general. If they have things like LRAPs that are great for your plans or summer grants, etc. I wouldn't worry about it being too long, since when you run out of content it's kind of hard to come up with more. BSing too much will get obvious, although i guess its all kind of BS to an extent.