They're also called AAPs (Academy Admissions Partners) at USCGA, and AFRs (Admissions Field Representatives) at USMMA, and (shocker) they do the same things.
SA admissions office volunteers are hit or miss. Many cases of great ones to not being available in the area?
What separates a SA Admissions Office volunteer from a SA consultant?
For me (FFR), I don't tell me them what to do, rather strongly advise.
If asked to review their essays, I read them and ask some general questions.
I answer all question related to the application process or get answers for the admissions office if I don't know the answer.
Since I served on various nomination panels, I inform candidates about the nomination process.