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Morgantown land-reuse agency OKs development of communications plan to seek property donations
Summary
The Morgantown Land Reuse Agency directed staff to develop a communications plan — which may include a paid ad — to solicit property donations and clarify outreach for underused properties; staff will return with pricing and options.
The Morgantown Land Reuse Agency directed staff on to develop a communications plan to promote property donations, including targeted outreach and the option of paid advertising, after members discussed multiple marketing channels and a possible full-page ad in the Dominion Post.
Caitlin, a staff member for the Morgantown Land Reuse Agency, summarized updates to property-donation materials and said the agency’s online donation handout and application are live. Ricky, agency staff, told the group staff will compile action-item progress between meetings and provide pricing and options for advertising when asked.
The discussion centered on how to reach property owners and professionals who might donate or transfer vacant or problematic parcels. Participants reviewed options including targeted letters to owners with liens, broker e-blasts, neighborhood handouts, on-the-ground flyers and booths at farmers markets or arts events, and an agency-run social media presence that would allow posting in marketplace channels.
Agency communications staff, represented in the discussion by Brad, explained the city’s account restrictions prevent the city itself from posting listings on Facebook Marketplace or Zillow without a specialized or paid account, but an agency-managed account or independent postings by third parties could be used. Participants also suggested distributing materials through neighborhood associations and professional networks such as CPAs and brokers.
A participant asked about the cost of a full-page Dominion Post ad and mentioned a $4,500 figure during the discussion; members decided staff should research actual pricing and present options rather than immediately authorize a purchase. The board amended an initial motion to the narrower instruction that staff develop a complete communications plan that “might include this advertisement.” The amended direction passed with members saying “yes” in roll call.
Agency staff will return to the board with a communications plan and pricing options for paid placements and other outreach tactics, and they will meet with the city communications group to define moderation and account-management logistics under the city’s social-media policy.
The agency also discussed short-term, low-cost outreach (brochures, on-site signs, open-house events for properties such as 430 Spruce) and longer-term targeted outreach to professional audiences. The motion does not commit funds to any specific ad purchase; staff were asked to provide pricing and recommended next steps at a future meeting.
