Methods and systems are disclosed to provide conversions from job tickets submitted by clients to normalized tickets in a ticket standard used by the print shop. In one embodiment, a system receives a plurality of print jobs submitted by clients to a print shop. For each of the print jobs, the system identifies extension elements that describe services requested from the print shop. The extension elements are extensions to a job ticket standard used by the print shop. The system maps the extension elements to corresponding standard elements defined in the job ticket standard to generate normalized job tickets for the print shop. The system then transmits the normalized job tickets to a system of the print shop for generating workflows for the print jobs based on the normalized job tickets.