Anonymous wrote:OP Here. My son wants to get into an ivy. We went to awesome state schools

and would be beyond thrilled if he did the same. He is a budding engineer and ranked first in his class at a public school. He is an incredibly hard worker, but from what I gather he needs to be "marketed" in a way that my husband and I are not familiar with. That's why I was asking for some ideas. He will apply to reasonable choices and safety schools, but we do not want to discourage him. He has done alot of great things, but honestly spends most of his time doing work. It does not come easily to him.
I used to do undergraduate level admissions interviews. Never heard of them? They exist at some schools and are done on request. It's usually a very positive thing to do because it indicates a high level of interest (read: exceptional yield which in turn affects ranking / perceived prestige). Consider asking for those.
Beyond that focus on academics and students interest in leadership roles within the school. Name them in essays. Your son won't be a part of the underwater stock traders club, he wants to run it. That kind of stuff.
Market leadership potential, teamwork, maturity and academic readiness. I can get into more details over email of you'd like.