Community service, Grades, Managing sports teams, Projects you have accomplished, more community service. They like to see someone who is busy, they like big sport athletes, they like grades.
Pretty much you just spew out some bs, saying you will contribute to the community of _____, join clubs, see your teachers outside of class, do research, make a difference. Also say something about what you want to do with the degree. Sob stories can be ok too.
All this really depends on the intensity and academic rigor of the school.
Right now, Christopher Newport University (Though I'm applying to the bigger public VA schools as well)
2140 SAT (610 math, 740 reading, 790 writing) but just a 3.0 GPA, 2 passed AP exams from junior year (one a 5)