UPPER DARBY >> The Upper Darby School District will be officially be branding itself with the help of a Philadelphia firm.

The school board at its January meeting unanimously approved a $70,000 contract with Magnum Integrating Marketing to conduct three phases of branding work that will be spread over 18 months, starting this school year and continuing through next year.

Representatives from Magnum presented their proposal to the board at a December committee meeting that outlined the work that will be done.

Phase one will consist of research that includes brand evaluation, feedback from a social survey and constituents interviews and to establish objectives. This work will last up to six months that will include a presentation to the board on the research.

Phase two, which will commence in the next school year, will be about developing the brand. Work here includes logo designs for the 14 schools and the district seal, creating a brand style guide and electronic files for marketing use.

The final phase involves social media engagement of the brand, online surveys, website analytics and post-launch interviews.

School directors welcomed the opportunity for the district to solidify its image against other local schools.

Magnum has done branding and for local higher education institutions and Temple University, University of the Sciences, The Wharton School at the University of Pennsylvania, but Upper Darby School District is slated to be the first public school district it has worked with. With an 18-month timeframe to get the work done the Magnum team, including Chief Creative Officer Dave Girgenti, welcomed the extended time for the project.

Manager of Media Services Dana Spino will stay on board when the branding process is complete by still coordinating the public relations for the district.

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