When?
I'm not saying try to appeal to black voters as blacks. That's foolish. Decent people cannot appeal based on race; we have to leave that tactic to the socialists. I'm saying appeal based on conservatism, without any reference to race.
We cannot sell Ted Cruz as the Hispanic candidate for "diversity", or some such nonsense, since he doesn't speak that language. We can sell Ted Cruz as an American candidate who can articulate why conservatism is best for all Americans.