1. A system comprising: a translation system operable to receive a plurality of print jobs submitted by clients to a print shop, wherein each of the print jobs includes a corresponding job ticket, for each of the print jobs, the translation system is further operable to identify extension elements in a corresponding job ticket that describe services requested by a client, wherein the extension elements are extensions to a job ticket standard used by the print shop, and to map the extension elements to corresponding standard elements defined in the job ticket standard to generate a normalized job ticket for the print shop; and a submission system operable to transmit normalized job tickets to a system of the print shop for generating workflows for the print jobs based on the normalized job tickets.