This is a slideshow that covers the concepts of the 4E Framework for Digital Marketing as they relate to Life Connection of Ohio as it is used to help promote organ, eye and tissue donation. This is an organization I am passionate about and one I have volunteered at for the past six years.

1. THE 4E FRAMEWORK FOR DIGITAL MARKETING
BY: PAT MCENTEE

2. LIFE CONNECTION’S 4E FRAMEWORK FOR DIGITAL MARKETING
Source: Marketing, 7th edition. Grewel Levy,
page 81.
The green chair is a symbol for organ
donation promotion used by Ohio OPOs

3. LIFE CONNECTION’S 4E FRAMEWORK FOR DIGITAL MARKETING
1. Excitement – The first step Life Connection must
use is to attract and excite people to want to find
out more about organ, eye and tissue donation.
2. Education – Once LCO has people’s attention,
the key is to educate them about what various
aspects of donation, with the goal of registering
them to the donor registry.
3. Experience – To do this, LCO shares stories of
recipients, living donors, and donor families.
4. Engagement – the ultimate goal is to save lives
through donation, so registration is the key to
engagement. Logo from Life Connection LinkedIn page

4. EXCITE
Life Connection uses an image from packet pickup to excite
those who registered for its annual Strides for Life 5k and
encourage others to register.
 Things like 5k races with a swag bag are often
used to encourage participation in fundraisers
and awareness campaigns. This particular
organization seeks to raise awareness of the
need for more people to register as organ, eye
and tissue donors.
 Other ways Life Connection uses to excite people
to support its cause are giving away promotional
items at health fairs and community events.
Image from Life Connection Facebook page

5. EDUCATE
 Education is the heart of what Life Connection’s
community relations team does.
 Because there are many myths and
misconceptions, some people hesitate to register
wondering if doctors will do everything possible
to save them if they know they are an organ
donor.
 As you can see from this post, LCO also partners
with other related organizations to amplify its
impact.
Image from Life Connection Facebook page

6. EXPERIENCE
 Experiencing what Life Connection helps facilitate
is reserved only for those who need it the most.
 Thus, in order to provide the “experience,” it
relies on people like me and Tater (among
others) to tell our stories of transplant and how it
has affected our lives and the lives of those we
love.
 One thing LCO is able to allow people to
experience, is what it is like to need a cornea
transplant. This is done with glasses that simulate
massively blurred vision.
Image from Life Connection Facebook page

7. ENGAGE
The fulfillment of engagement for Life Connection of Ohio comes when an individual registers to be an organ, eye and tissue
donor. Because only one percent of registered donors will die in such a way (brain death) that doctors will be able to use their
organs for transplant, it is imperative that as many as possible register. That’s the reason 20 people die every day waiting.
Image from Life Connection of Ohio website.

8. WHAT IS LCO DOING RIGHT?
 Life Connection of Ohio is in the process of redesigning its Website which is good, because it is rather bland
and lacks an appeal that makes you want to explore.
 LCO currently is successful in conveying its message through its Facebook page with attractive images and
videos that include both local and national stories of transplantation.
 With the pandemic (hopefully) nearing an end, LCO is able to begin to be more active at in person events, but
have had more than a year to develop strategies that are adaptable going forward.

9. WHAT CAN LCO DO BETTER?
 Use more platforms. Currently, Facebook and LinkedIn are the only active social media platforms. At minimum,
add Twitter and Instagram, but also consider Snapchat and TikTok.
 Revive the YouTube page. It’s been more than a decade since this platform has been used.
 Promote more contests on social media to further engage people.

10. REGISTER TODAY!
Logo from Life Connection LinkedIn page