If people don't care when it's a poster on a stairwell, why are they going to start caring when it's a message on a website?

I think "website for local area stuff" has a problem where people think they'd use it far more than they actually would. People don't care about that sort of thing as much as they think they should, and this sort of thing is the digital equivalent of a home exercise machine that people buy, use once and then leave to moulder.