by Mike Sharkey
Staff Writer
It took very little beyond the name Fran Coker to choke up Mayor John Peyton Thursday morning at a ceremony that honored the corporate sponsors involved in Rally Jacksonville! — Peyton’s early literacy initiative. Once he composed himself, Peyton told a crowded conference room how much Coker, who passed away earlier this year, meant to Rally Jacksonville! and the program’s goal of putting books into the hands of 4 year-olds.
“She was an amazing addition and inspired all of us,” said a visibly shaken Peyton. “She was Rally Jacksonville!’s most loyal soldier and we miss her terribly.”
A standing ovation greeted attorney Howard Coker as he, his daughter Kelly Coker-Daniel, son-in-law Jim Daniel and granddaughter Madeline Daniel were presented with a framed print from Peyton in honor of Fran Coker.
Howard Coker said he and his firm — Coker Schickel Sorenson & Daniel — are still very active in the early literacy initiative and intend to remain active.
“We have stayed involved and we intend to be involved in funding as well as reading,” Coker. “My wife believed in this and felt it would make a difference. She felt that those who needed it the most had the least. She believed that literacy is the cornerstone for opportunity.
“This is a family deal and my firm reads at school called ‘Little Fishes’ and everyone enjoys going. The staff looks forward to going and all they talk about when they get back is how much the children enjoyed it.”
The ceremony also marked a significant milestone in Rally Jacksonville! history. With the distribution of 100,000 books last week at Alltel Stadium, Rally Jacksonville! has reached the 700,000-book mark.
“We will hit the one million mark next June,” said Peyton. “We have reached a milestone in a program that is changing the city as dramatically as anything. I am more proud of this program than all the others combined. One million books is an ambitious goal and it will be easily achieved in a year.”
The goal of the initiative is to have all third-graders reading at grade level and although it will be a few years before even the first kids to get Rally Jacksonville! backpacks reach that grade, Peyton said the program is already being evaluated and he’s pleased with every aspect so far.
“Actually, we are measuring the progress now. The University of North Florida is doing all the accounting measures. I am absolutely pleased with it. We’ve greatly exceeded our expectations in both input and outcome.”
Other items from the ceremony:
• How much does Peyton like his Rally Jacksonville! program? “It’s the only thing I talk about that makes people light up. People ask me how they can get involved. I take a flyer with me everywhere.”
• “The Mayor’s Book Club” show Saturday mornings on Ch. 30 is also very popular in the Peyton household, but it does cause a bit of confusion for the little one. “It’s the only show I let Connor (his son) watch,” said Peyton. “He wonders what I’m doing in the box (the TV). He hasn’t figured out that relationship yet.”
• School Board member Martha Barrett was on hand to represent Bank of America. When she went up to get BoA’s award, Peyton said, “Martha happens to be my first boss when I interned for Mayor Jake Godbold. No one ever imagined Martha Barrett would be School Board chair and I would be mayor one day.”
• Peyton said he sent every state representative and state senator a Rally Jacksonville! backpack, which is great for Blue Cross Blue Shield, one of the program’s big sponsors. “Every backpack has a Blue Cross Blue Shield symbol,” he said. “That is a smart marketing plan.”
• Good and bad for some local media. Ch. 30/47 station manager Susan Adams Lloyd accepted her station’s framed award and after posing with Peyton for a photo, she and Peyton grinned for a TV spot. “I have a sneaking suspicion that will be a positive story,” said Peyton. However, the Florida Times-Union didn’t have anyone on hand to receive its award and Peyton said that it may be a first. “Too positive,” he said a bit under his breath.