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Success Story:
Bayer Marana: Global Giant Goes Local
Bayer is a science-based company serving essential human needs in health and nutrition. Within Bayer’s Global Crop Sciences Division, which leverages innovations in agriculture to produce more food with less resources, sits the Bayer Innovation Center in Marana (Bayer Marana).
As part of Bayer Marana’s three-year strategic plan, the IMPACT Initiative was designed to foster a high-performance culture by focusing on three key pillars: collaboration, communication, and operational excellence. NüPOINT Marketing, which has served as the agency of record for Bayer Marana since the facility’s opening in 2018, was tasked with developing an outreach strategy to enhance community and employee engagement.
NüPOINT’s prior research showed that while Bayer Marana had a strong operational footprint, its contributions to local priorities—such as career readiness, education, sustainability, and food security—were under-recognized. Additionally, there was a need to align employee satisfaction and engagement with these community-driven goals.
Rooted in feedback gained during our internal focus groups, NüPOINT developed four themes to align Bayer’s goals with the interests of its local workforce and the Marana community. These themes include Sustainability; Health and Nutrition; STEM Education; and Agriculture.
As part of this framework, NüPOINT developed initiatives to build trust with both internal and external audiences. Key actions included launching the IMPACT Campaign at a Town Hall meeting to engage employees and forming a Community Engagement Committee to prioritize stakeholder relationships. These efforts have been reinforced by a strong internal communication system to keep employees informed, motivated, and aligned with the initiative’s goals.
The internal Community Engagement Committee has helped streamline outreach activities and is successfully contributing to the increase in meaningful interactions with external stakeholders.
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