The image of White Oak has long been a concern of borough officials, who are worried about falling housing prices and lackluster business in that community.

Much of their concern focuses on the image projected by what borough officials claim is a poorly marketed, 4,151-student McKeesport Area School District, where 650 White Oak students attend school.

Borough officials say that image, especially concerning economics, should be improved. Last week, White Oak council President Jack Petro Jr. proposed changing the name of the McKeesport Area School District as one way to attract new people.

The suggestion came during an informal meeting attended by McKeesport Superintendent Dr. Shirley Golofsky and school directors Steven Kondrosky, James Brown and David Donato. Mr. Petro and council colleagues Ronald Massung and George Dillinger represented White Oak.

"The [name change] was the first thing we suggested last week when we met to address our concerns and discuss ideas that would advance the positive aspects of the district instead of negativism," Mr. Petro said. He wouldn't specify the negatives, other than to talk about lack of new business and new residents moving to White Oak.

No suggestions were made for a new name.

The meeting also had vague talk about White Oak pulling out of the McKeesport district.

"Secession is another option we have discussed,'' Mr. Petro said, but wouldn't elaborate.

White Oak abuts East Allegheny School District in North Versailles and Norwin in North Huntingdon, Westmoreland County.

Dr. Golofsky said she doesn't believe the school board would consider a name change.

Mr. Dillinger said that McKeesport schools' image problems are not unique.

"By changing the cover of a book you don't change the contents,'' he said.

He added that many people do not know that the school district has the lowest property tax millage [42] in Allegheny County.

Mr. Petro insisted that the school district's image has negatively impacted home sales and business growth in White Oak for years.

Borough officials said that residential and commercial property values might plummet further if the school district's image does not undergo a makeover.

"Declining enrollment has become a major concern; the school board proposing a reduction of buildings doesn't help the situation," Mr. Massung said. "It's tough to convince people to locate in White Oak when the school population is shrinking."

Mr. Massung and Mr. Petro were involved in the effort that resulted in Penn State University's campus changing its name from Penn State McKeesport to Penn State Greater Allegheny in January 2007.

"After our Penn State satellite campus changed its name, student enrollment spiraled," Mr. Massung said.

"It's no secret McKeesport is a depressed city that's struggling to just survive," Mr. Petro said.

Dr. Golofsky said school district public relations specialist Jason Davidek has taken steps to develop marketing packets to emphasize the positive aspects of the district, including programs offered to students and adults.

The packets will be available in all schools and businesses in the school district, she said.

The group will meet again, and local real estate agents will be invited, Dr. Golofsky said.