The document outlines a marketing campaign called #ChicagoBearsFOW that aims to increase followers on social media for the Chicago Bears. It targets 13-18 year old males, 25-35 year old males and females, and 45-60 year old males and females using hashtags and segmented AdWords ads. Key performance indicators include changes in followers on social media and analytics tools to measure results. The total budget is estimated at $1.5 million including Google AdWords, employee salaries, and other expenses.