Illinois, which has opted to partner with the federal government on a health insurance exchange under the Affordable Care Act, has kicked off a search for an agency to guide marketing and outreach for the effort.

The Illinois Dept. of Insurance has released an RFP to handle public outreach and create a "strong, trusted reputation" for the insurance program among all Illinois residents. That includes development of a "test brand" for the Illinois Health Insurance Marketplace.

A one-year contract with two option years is expected.

President Obama's home state received federal approval in February to partner with Uncle Sam on the online exchange with an Oct. 1 date set to begin offering insurance. The state hopes to eventually run the exchange on its own by 2015.

States partnering with the federal government have to submit a paid and earned media plan to the Dept. of Health and Human Services by June 15.

Gov. Pat Quinn tapped Obama campaign vet Brian Gorman for a staff position overseeing advertising and PR for the IHIM, including part of the $115M awarded to Illinois to implement the exchange.

Proposals are due May 8. View the RFP (PDF).