You've gotten some great advice already.

I'll just add a few things:
1) Check the college/university websites.
2) Seek further information about specific schools/programs, including possibly using college confidential as a resource.
3) There are books such as
- What High Schools Don't Tell You and other parents don't want you to know,
- What Colleges Don't Tell You and other parents don't want you to know
... offering advice on essays and "packaging".
4) Have your child prepare with questions, also positive statements about himself (similar to what would make good essay material), and make arrangements to visit campus.
5) You may wish to read other threads on the forum about college admissions in general.