Speak with current and former community members from as many perspectives as possible. Students, professors, alum, the administration. Listen carefully to the focus of the comments. Are the responders talking about the process or results? I would suggest that a community focused on the outcomes is more competitive than one focused on experiences.
On a single day 4 years ago we visited 2 schools with similar stats. One spent most of the information session discussing graduate placement, the other talked about their curriculum and why… The differences were obvious in nearly every aspect, from the tour, to the brochure, to the admissions waiting room. They’re telling you who they are, you just need to listen.