We are derailing fast, but pilots needs something to fight -for- with tangible results, or the whole thing has no purpose. When nothing you do means anything and you have nothing to show for it except for some text next to 'sovereignty', the whole this is an exercise in futility.
Planting little flags and then making ISK as a result are what people do it in 0.0 for.
Planting smaller flags and somewhat restricted pvp-light seem like a reasonable goal for facwar. Adding dynamism is ridiculously easy with just a few extremely broad guiding principles.
1. Claiming territory grants benefits to the owners.
easy as docking rights, useful NPC assistance, global in-space combat bonuses, station discounts, whatever
2. keep the 0.0ers out. This is the kiddie pool, so it's as simple as not letting titans and supers inside, and restricting capitals to only the highest levels of escalation (when systems are vulnerable for example). They do this with the complexes already, it should be region-wide ship restrictions for certain things.
3. occasional NPC 'hello'
"The Empress commands the crusade to retake huola within 7 days for the glory of Amarr" (with x bonus if done)
Tibus Heth calls on all patriots to defend X from the Federation (with x bonus for resisting NPC (sansha incursion style) attack for 24 hours
Bingo.