I have two suggestions for the server:
#1 Get EssentialsChat. No server wants to give all players access to color codes in chat, but chat shouldn't be boring white. With EssentialsChat, you can make some groups chat in blue, some in green, or whatever else you might want for color. It may not seem important, but players are more likely to stay on the server if everything, including the chat, is visually pleasing.
#2 Create cool names for VIPs. Most servers give names to VIPs aside from just [VIP] in different colors. Here are some suggestions for rank names: Premium, Elite, and one rank should still be VIP.