in reply to (Software Engr) Encapsulate! No,no,no! Decouple!

I would put the default welcome message in the ftpd.conf file, as well as the spec for the search path for the welcome message.

That centralizes your configuration while giving the freedom for a site to have different people with different roles control different parts of the configuration. It also will make it possible for, for instance, users to have their personal customized welcome message.