Meet the duo behind some of minor league baseball's unique names

Keeping fans engaged is key to a minor league baseball team's survival, according to Maria Valentyn, vice president of entertainment for the Beloit Sky Carp, a Wisconsin minor league affiliate of the Miami Marlins. That's where two lifelong friends come in with their unique marketing ideas to reel in audiences.

"Minor league baseball has always said they're the front porch of the community," Jason Klein, co-founder of the sports marketing company Brandiose, told CBS News correspondent Kris Van Cleave. "Our job, I see, is to bring dignity to these towns."

He and co-founder Casey White begin their work by going into communities to get a feel for its culture. They then use it to create "this whole world that reinforces that thing that they're proud of," Klein said.