As a Media Planner at Swoop Advertising Agency, I developed key components of our strategic plans book for our client, UNT Transportation. My contributions included a comprehensive media budget pie chart, a detailed media calendar sheet, and clearly defined impression goals. I also established key performance indicators (KPIs) and measurement methods to track campaign success and guide optimization. These elements represented just a portion of the overall plans book, designed to ensure a targeted, efficient, and results-driven media strategy tailored to the client's transportation initiatives.