LUBBOCK, Texas (KCBD) – The Independent Bankers Association of Texas, the largest state community banking association in the nation, recently honored Western Bank in Lubbock with a Best of Community Banking Award.
The bank received a Silver Eagle Award in the Marketing category for its “Two Stories. One Small Town” entry.
Western Bank’s partnership with Texas Tech basketball standout Bailey Maupin used authentic storytelling to highlight the hometown roots, shared values and community pride that connect people across West Texas.
Rather than focusing on banking products or services, the campaign centered on a video featuring Maupin and Western Bank President and CEO Dan Odom and the experiences that shaped their connections to the region.
Supported by a strategic social media and public relations effort, the campaign reached an audience far beyond West Texas. It generated more than 3.8 million views and 31,000 content interactions, while earning coverage in 13 publications, including USA Today. The resulting media coverage had an estimated reach of 70.8 million people.
The campaign also demonstrated how a Name, Image and Likeness partnership can align with the identity of a community bank by focusing on relationships and shared connections rather than traditional product promotion.
Its success ultimately led to Odom being invited to share Western Bank’s experience with community-based NIL marketing during a panel discussion at SXSW.
Through “Two Stories. One Small Town,” Western Bank used a familiar West Texas story to reinforce its identity as a community-focused institution while demonstrating how locally rooted partnerships can connect with audiences well beyond the communities where they begin.
2026 marks the 35th year that IBAT has celebrated the accomplishments of Texas community banks with the Best of Community Banking Awards.
The competition is designed to honor local banks for their commitment to helping their customers, neighbors, employees and community. Awards recognize community banks throughout the state for their innovation, creativity and success in fulfilling a specific community or internal need.
All gold, silver and bronze submissions can be viewed at www.ibat.org. For more information about Western Bank’s submission and the campaign it highlights, contact Aubree Traylor at (806) 798-9700.
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