Moorhead needs more space for its students in the form of a new elementary school and the expansion of an existing school, of that there is no question. But for some reason the school board and administration seem to be tip-toeing forward, afraid to come out strongly in favor of such a proposal.

To be fair, it’s early in the process. The school board just last week voted to accept a facilities plan that calls for a $24.9 million K-4 elementary school that would house 750 students and a $43.1 million addition to Horizon Middle School that would be used by 1,200 fifth- and sixth-graders. Both would be completed by 2018.

And, to be fair, the board voted unanimously 5-0 to move the plan forward. So it clearly sees the need.

But that’s where the soft-stepping began. This campaign is not off to a good start.

Instead of cheerleading its decision and talking about the great opportunity this affords a growing, dynamic city like Moorhead, a couple of board members worried aloud about how their decision would be viewed by senior citizens.

And the day after the board voted to accept the plan, assistant superintendent Brandon Lunak appeared on my KFGO show to talk about it. Instead of sounding upbeat and positive about the opportunity Moorhead voters would have to move the community forward, Lunak sounded almost apologetic and spent most of his time explaining the studies showing the need for new schools.

Message to the school board and administration: There is nothing to be afraid of. There is no reason to gnaw your fingernails. There is no need to apologize for anything.

It’s simple. Moorhead needs more schools. Period. So get after it and get it done.

This campaign should not be a tough sell.

First order of business: Control the message when it comes to cost. The media (including the radio station for which I work) have picked up on a $190 million price tag, which would be the cost of everything Moorhead wants to do. It includes the new elementary, Horizon addition AND a new high school. The high school’s price tag would be $109 million.

The high school is not going to happen, at least not this time around. The board and administration should focus on the $78 million and put that number before voters on the November ballot. It is an attainable figure; $190 million is not.

Second order of business: Stop acting embarrassed because you’re asking citizens for money. For years the perception about Moorhead was that it was a dead town, a city shriveling in Fargo’s shadow because nobody wanted to live in a higher-tax state like Minnesota. The truth is, Moorhead is growing like crazy. Young families want to move to Moorhead because it offers great schools, modern services and the progressive thinking of Minnesota.

Moorhead’s average age is an incredibly young 28 and the city proper has become a bastion of progressive politics in a sea of conservativism. Moorhead’s voters will support education, if it’s sold properly and transparently. Sell to the city’s strengths, sell the idea of Moorhead continuing to grow and move forward … and don’t look down at your feet and mumble an apology about needing $78 million for new schools.

Third order of business: If you’re worried about senior voters balking at their taxes going up for new schools, tell them how a “yes” vote will positively affect the value of their home.

Let’s say Grandpa and Grandma are living in a $130,000-$150,000 home. That is the perfect target price for a young family looking to settle in Moorhead. With new schools, small class sizes and an emphasis on education, it becomes a selling point. “We have affordable homes for first-time buyers with young families, AND your kids will have great new schools to attend.” New schools will help Grandpa and Grandma get rid of their home when they’re ready to sell.

Luckily, the Moorhead school board and administration has eight months to win this campaign. There’s no need to tip-toe. Believe in what you’re doing and sell it. You’ll get your new schools – easily.

(Mike McFeely is a talk-show host on 790 KFGO in Fargo-Moorhead. He can be heard 2-5 p.m. weekdays. Follow him on Twitter @MikeMcFeelyKFGO.)