Last week, I blogged that Rick was pretty obviously reaching out to black voters (link) by privately raising more than 600 grand for the United Negro College Fund and focusing on some legislation that black Texans care about. I am sure Rick and Kay were both offered many commencement address opportunities, so Rick's choice of an African American school speaks to his strategy.
Kay's choice of Texas State probably indicates her view that she has relative strength in Central Texas.
While many in the media are focusing with tunnel vision on Rick's wooing of social conservatives, he seems to be reaching out pretty aggressively to black voters, fiscal conservatives, and who knows what other groups. I think the mainstream media is missing what is really going on but wants to pit Rick and Kay against each other as if one was socially conservative and the other was fiscally conservative, something that is just a simplified and inaccurate depiction.