I put most of the 'i love your school, I want to be there' in my scholarship addendums. My first one focused on why I need money from them, how committed I was to the school, why I loved the school, etc. The second one (it was actually an appeal for more money) talked about what I would bring the school (basically, how great I am) and reiterated my love for the school.
I did discuss why I want to go to L&C a bit in my personal statement, but not a whole lot. L&C was the only school I wanted to attend, so i wrote the statement with them in mind and then edited it a bit for the other schools.