How much should I talk about the school itself in my college apps. supplements?

My college coach wants me to basically read the website and rephrase all the stuff I think "fits" me, but my supplement essays sound a bit like a new brochure for the school. Should I talk about myself more in these essays, or is this the way I'm supposed to do it? I'm just worried that the application readers might think sarcastically, "Well, we know she can read a website," or, "Tell us something we don't know about our own school for god's sake!"