FY27 AD Group

Marketing
Budget

Sept 2026 – Jun 2027
Budget $240,000 After Luster to 31/10 $223,000 OOH set aside $100,000 Uncommitted $123,000
01

Where the $240k goes.

Luster to December: $214k to the launch quarter, $26k remaining for the second half.

OOH, 15/10 – 15/12
$100,000
Search/Social, Oct – Dec
$80,000
Luster retainer, Sep – Dec
$34,000
Remaining budget, Jan – Jun
$26,000

The arithmetic

  • FY budget, Sept – Jun$240,000
  • Luster retainer, Sep + Oct (committed)− $17,000
  • OOH, $50k Oct + $50k Nov (committed)− $100,000
  • Luster retainer, Nov + Dec (scenario)− $17,000
  • Search/Social, $30k Oct + $30k Nov + $20k Dec− $80,000
  • Remaining budget, Jan – Jun ($4,333/mo)$26,000
02

Spend by month.

View campaign launches 30/09; the OOH flight runs 15/10 – 15/12, split $50k October, $50k November. The remaining $26k splits evenly across January to June.

$100k $80k $60k $40k $20k $0 $8.5k $88.5k $88.5k $28.5k $4.3k/mo Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Luster retainer OOH Search/Social Remaining budget
03

What the launch spend buys.

Luster's market sizing across four segments in Sydney, Melbourne, Brisbane and the Gold Coast. At $100k the campaign sits in the efficient zone, above Luster's recommended minimum of $75k.

640k
Addressable people
92%
Reached 1+
51%
Reached 3+/month
$75k
Luster rec. minimum

Four segments sized

  • Lifestyle downsizers all four metros~11k in market
  • Southern-state upgraders Syd, Melb~83k in market
  • Sunshine State upgraders Bris, GC~23k in market
  • Melbourne first-home buyers Melb~28k in market
  • Total in market per year~145k

At $100k over three months: 11.5M paid impressions, 8.6M on-target, average 4.9 exposures per person per month. Blended CPM $8.68. Figures per Gus, Luster, 03/09/2026; desk research, indicative.

04

Timeline.

Sept – Oct
Luster retainer runs at $8,500 a month, agreed to 31/10.committedThese sit inside the marketing budget; they were unbudgeted beyond August.
Late Sept
Review and make the Luster call.decisionExtend Luster to December for launch media buying and creative messaging, or pause from 31/10.
30/09
View campaign launches.Search/Social runs Oct – Dec.
15/10 – 15/12
OOH campaign runs.committed$100,000 set aside.
31/10
Committed Luster agency agreement ends.Luster to December extends it for launch media buying and creative messaging.
31/03/2027
Luster Atrium support runs to here regardless.locked inContracted separately; outside this budget.
30/06/2027
End of FY; envelope closes.