I think ND usually does a good job selling the academics, but they obviously missed with S. Thompson.
Each of these kids should be shown ND's (1) 30 ROI, (2) school rankings, and (3) graduation rates for football players. Then they should tell the recruit that if he cares about academics (and every recruit will at least say he does), then he should get the numbers for each category for every school he is interested in.
Not every kid will come to ND, and that is fine. But the reason shouldn't be because the academics are the same, unless his other schools are Stanford and Northwestern.