Iowa State's dismantling of Texas Tech a culture win

AMES — Matt Campbell has used certain vernacular when talking about his team.

The new culture of Iowa State football will be steeped in what Campbell calls, 'The Process.' Following a 66-10 clobbering of Texas Tech on Saturday afternoon, his players were the conduits for the message he has given all season.

'Our process is real. Our process is working,' said safety Kamari Cotton-Moya. 'That's one thing that goes through my mind that our process is real and our process is actually something we believe in.'

Iowa State (3-8, 2-6) has gotten positive reinforcement the last two weeks with a seven-point win at Kansas — which beat Texas on Saturday — and a beat down of the Red Raiders (4-7, 2-6), who needed to win their final two games to become bowl eligible.

While Texas Tech was the one with postseason hopes on the line, it was Iowa State that looked like a team that had something to play for. The Cyclones' 66 points were the most since they scored 69 in 1980 while the Red Raiders registered 306 yards and 10 points, both of which are the lowest of the Kliff Kingsbury era.

'Today was as close as we've been to what we're capable of doing when we're locked into the details of our success,' Campbell said after the game. 'I feel we can do really great things here. I really believe that. We're kind of getting into where I expect our kids to prepare and be detailed.'

A quarterback competition dominated the conversation during the middle of the season, but Saturday showed why it could even be the system Iowa State uses next year too.

Joel Lanning ran 17 times for 171 yards and tied a school record of five rushing touchdowns. Jacob Park was 14-for-18 passing for 285 yards and two touchdowns while rushing for one. Lanning's run highlighted the day, but Park's 77 percent completion rate was able to spread out the TTU defense and open up some options offensively.

Wide receiver Allen Lazard had his fifth 100-yard receiving game of the season with a one-handed touchdown catch to start the second quarter, and had three of his seven catches for third-down conversions. He's now second in school history with 16 receiving touchdowns and is 85 yards shy of becoming a 1,000-yard receiver this season.

'We're trying to change a culture here,' Park said. 'I personally want the expectations from (the media) and the fans and everyone for us to win. I don't want it to be a surprise for us to win. I want to make it a common occurrence.

'We win and we don't accept losing around here. That's how it is where I come from and that's what I want to bring here.'

A season finale against No. 14 West Virginia, which lost at home to Oklahoma on Saturday, will provide Iowa State the opportunity to get three-straight Big 12 wins for the first time since 2011.

'When people look at us on the schedule, they're not going to say, 'Oh, easy win.' Or, 'Oh it's Iowa State. They don't matter.' We have momentum right now,' said defensive back Evrett Edwards. 'We won last week, we won this week and we're planning to win next week. That's a change of culture.'